Semiotics

This text is for London vision clinic which is the UK's leading practice for laser eye surgery, Specialists in treating eye prescription strength and refractive eye conditions that exceed the capabilities of the everyday National Health Care system. The circular designs denote the delicate and the intricate procedure that the surgery provide. The circles are a guilloche engraving pattern, each formed from the repetition of a single icon to signify the shape of an eye. The number of symbols intelligently connotes that there are four stages in the procedure and each symbol denoting a separate quality of that procedure. The four stages being screening, the simplest of the stages which is denoted by being the most minimal of the four. Service, treatment and results being the other three. The turquoise used to colour the circular guilloches denotes a sense of health, medicine and recovery, implying a sense of security and comfort to the patient. The clean cut graphics signify accuracy and clear vision along with the use of white space which connotes clear sight and health. The typography applied is a sans serif typeface coloured grey and turquoise, again turquoise to denote health and healing and grey to imply formality and professionalism. The light stroked typeface connotes again formality and a proficient practice. Four smaller symbols have been placed aside each of the guilloche engravings, a heart, a cross, a flower and an eye each is the icon of which each larger symbol is formed from, this connotes the meanings of the four procedures.