ABB OPTICAL GROUP, the recently merged company of ABB CONCISE and Optical Distributor Group (ODG), has developed a new, updated logo and other brand identity enhancements. They will now bring customers like independent ODs a more extensive line of finished ophthalmic lenses, and a broad range of free-form lenses from Digital Eye Lab. Additionally, for complete practice management, ABB OPTICAL GROUP customers will have access to Primary Eyecare Network.
Through its new brand strategy and framework, ABB OPTICAL GROUP will remain focused on helping the eyecare professional to be competitive and profitable.
ABB OPTICAL GROUP services eyecare practitioners nationally with its four major distribution centers, while also remaining the only contact lens company in the US that is an authorized distributor for all major soft contact lens manufacturers. ABB OPTICAL GROUP also manufactures custom gas permeable lenses and custom specialty soft contact lenses, including Definitive – Silicone Hydrogel lenses. They will now bring their customers additional finished ophthalmic lenses, and a broad range of free-form lenses from Digital Eye Lab. Additionally, for complete practice management, ABB OPTICAL GROUP customers will have access to Primary Eyecare Network.
The design of the unified logo allows ABB OPTICAL GROUP to build on elements from the ABB CONCISE and ODG logos into one clean, crisp brand. “The goal was to create a fresh, new mark that not only energizes customers and employees but also generates excitement, inspires growth, and expands the vision and mission of our newly merged company,” explains Angel Alvarez, CEO of ABB OPTICAL GROUP. “We are pleased to present our new ABB OPTICAL GROUP logo which will clearly identify our brand and embody the spirit of our company.”
Lynda Baker, executive vice-president of ABB CONCISE, notes: “It is important to us that as ABB OPTICAL GROUP establishes a newly merged brand the new logo retains some elements of the current ABB CONCISE and ODG logos. There are three critical components to our new logo: 1.) The lens arc which not only represents the industry but also joins both companies, 2.) The type, treatment and color scheme, which is a melding of both logos but now in a new crisp font, 3.) The names of our four divisions, which is an important element that displays the union of our companies.”
“You will begin to see a more integrated approach as we develop the synergies that come from combining these two successful companies,” says Jeff Rems, president and chief operating officer of ODG. “Consolidating our services and offerings will allow the eyecare practitioner to receive of the best of both worlds.”
ABB OPTICAL GROUP is currently evaluating each company’s efficiencies and logistics and is gradually working toward alignment. “Later in 2013,” says Rems, “we will be moving toward operating from one ordering platform, one phone number, one web site, one invoice, one statement, and our accounts will have one account number.”
ABB OPTICAL GROUP says it will continue to build on the longstanding strengths of the two companies, pointing out that consolidation of efforts and services gives the rebranded company “a unique capacity to meet the expectations of today’s eyecare professional.”
“While our new name and logo will be different, the commitment to our customers, employees and partners remains the same,” says Alvarez. “Our vision of helping eyecare practitioners grow their practices through personalized service, innovative products and value-added programs continues to be the core of our foundation.”
The new ABB OPTICAL GROUP rebranding strategy can first be seen throughout the second quarter editions of their quarterly publications–The Profit Advisor and The Retail Price Monitor.
