Founded in 1937 by American company Bausch & Lomb, Ray-Ban is a brand of sunglasses and eyeglasses that is now a classic. In 1999, Bausch & Lomb sold the brand to the Italian eyewear conglomerate Luxottica Group for a reported $640 million. The brand is best known for their Wayfarer and Aviator lines of sunglasses, and is the world’s best selling brand of sun & prescription eyewear.
The brand identity of Ray-Ban is rooted in its heritage: It was initially introduced for the United States Army, when Lieutenant John Macready approached Bausch & Lomb and asked them to create sunglasses that would protect his eyes from every angle, but also look good. Thus, the name came to be, literally, ray-ban.
The brand embraces retro fashion, and embodies being original and outlandish. The brand values also include living life with authenticity and without a fear of judgement, and that it’s most fashionable to be true to oneself. The style of sunglasses manufactured by Ray-Ban are thus made to suit every type of person. The company also makes sunglasses to suit all age groups, including children. The brand’s logo has been designed keeping this identity in mind.
The Ray-Ban brand logo is a diagonal rendering of the brand name in white cursive text on a bright red background. While it is a luxury brand, the custom, cursive logo represents a brand that is laid back and casual, yet painstakingly designed. Over the years, the Ray-Ban logo has helped make the brand iconic.
The rounded features of the cursive font evoke the rounded frames that the company makes, and the diagonal positioning of the brand name on the logo represents the company’s values of being unique and true to oneself. The white text contrasts brilliantly with the red background, providing a very visually appealing effect. However, the logo is scalable and flexible. Usually, only the white cursive text is printed on the corner of one of the frames of Ray-Ban sunglasses, and featured prominently on sunglass cases as well as dust cloths. It is also sometimes featured in black colored text, with the same cursive font.
The cursive font is a detour from the usual classic fonts that luxury brands usually use, indicative of Ray-Ban unique position in the luxury market as a high-end brand that caters to a diverse market of all age groups. The logo evokes a sense of enthusiasm, creativity and energy, using elements like color, font and spacing. It also gives off a fun vibe, ensuring that it remains a contemporary fashion brand.
The logo has become synonymous with great quality and authenticity, ensuring that Ray-Ban stays a contemporarily relevant brand. While it is usually printed on the corner of one of the frames on the glasses, it is easily adaptable. It is also rooted in heritage, and is unique and easily recognizable. The logo design stays true to the brand identity, while also enhancing the product and ensuring that it speaks of quality.
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