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ANGELS optics: How We Turned an Inconsistent Image into a Brand with Identity, Direction, and a Clear Future

25/09/2025

What I like

Talking about ElefantAmbulant means talking about brands with soul, with history, and with purpose. It means talking about those projects where we don’t just design a logo or choose a typeface, but where we build an identity, define a strategy, and shape a perception. And if there’s one case that perfectly illustrates this, it’s that of ANGELS optics, a brand under the ANGELS vision Group.

 

A meaningful project with history

When someone like Arturo Torró, founder of the +Visión optical franchise, reaches out to you to shape the corporate identity of ANGELS optics —the crown jewel of his new business group— you know you’re facing a major challenge. Not only because of the scope of the project, but also because of the personality behind it: someone with a clear vision, deep experience in the sector, and an ambitious mindset.

ANGELS optics was born as a brand with potential, but lacking a standardized visual identity. It had passed through different hands, with various designers who contributed partial visual solutions but never consolidated a coherent brand guide. Arturo knew that if he wanted to keep growing in an organized way, he had to lay down the foundations of his brand: define its personality, establish its rules, and ensure that in every new store opening, the brand experience would be recognizable, consistent, and professional.

 

Taking on the challenge with experience

Before accepting the project, I’ll admit I had my doubts. Not due to lack of motivation, but out of respect. I respected the work of those who came before me, and I knew I’d have to bring order to a visual universe that was already in motion. But I also sensed something crucial: Arturo trusted me. He chose me not only for my track record, but for how I understood branding. In our first meetings, he listened attentively and valued every suggestion and analysis. That gave me the final push to fully commit.

 

First step: auditing the existing material

As always when I face a project of this kind, the first step was to analyze all the materials created so far: brochures, business cards, signage, social media posts, the website, presentations, promotional items, store visuals, etc. The diagnosis was clear:

• The original brand color reference had been lost. Each piece used a different shade, compromising visual consistency.

• The typefaces used in the brand and its applications varied across platforms.

• The iconic “angelito” symbol existed only in raster formats (non-vector) and was used inconsistently.

• There was no brand manual standardizing uses, formats, proportions, or communication tone.

In short, there was a brand image, but not a consolidated visual identity. And in a group aiming to expand, that was an urgent issue to resolve.

 

Building the brand manual: structure born from intuition

With all the gathered information, the next step was to build a corporate identity manual from scratch. A document that would not only define graphic standards but also reflect the brand’s philosophy.

The logo and the symbol

The existing ANGELS optics logo had potential. Its typographic structure was simple but effective. The combination of uppercase and lowercase conveyed a balance between approachability and professionalism. But it needed standardization: minimum sizes, monochrome versions, safe zones, correct proportions, etc.

As for the “angelito,” the brand’s recognizable symbol, we had to vectorize it from scratch and adapt it for coherent usage. This icon, with its friendly, almost childlike style, added a unique touch to the brand —but its application needed precision to preserve its power.

Color: recovering the essence

Color is one of the most powerful elements in visual identity. In the case of ANGELS optics, the original corporate blue had been lost, and each application used a different tone. In the new manual, we restored and fixed the official color in CMYK, RGB, HEX, and Pantone.

This blue conveys calm, trust, health, and professionalism —all key traits for an optical brand that wants to be seen as approachable yet modern, technical yet human.

Typography and visual system

One of the critical points was typographic normalization. Up until then, each designer had used different fonts. In the manual, we established a primary typeface for the logo, another for corporate texts, and a third for accent elements or complementary texts.

This typographic system gave the brand a unified tone across all communications —from in-store signage to social media posts.

Applications and versatility

The manual also included practical examples of brand application: uniforms, bags, business cards, posters, promotional materials, storefronts, social media, vehicle wraps, etc. Each platform had its tailored version, always respecting the visual identity and attention to detail.

 

Branding for growth: identity as strategy

In projects like this, one truth becomes clear: a brand is not just a logo. It’s an experience, a perception, a system of elements that must work together to build trust and differentiation.

ANGELS optics is a textbook example of how branding can be a tool for growth. Having a clear and consolidated identity facilitates the opening of new stores, enables design outsourcing without losing visual control, improves supplier communication, and, most importantly, projects professionalism to end customers.

A good brand manual isn’t a luxury. It’s a guide that saves time, avoids mistakes, and ensures consistency.

 

A legacy that endures

Sadly, Arturo Torró is no longer with us. But his vision and trust were key to making this work possible. I’ll always be grateful that he entrusted me with this mission and gave me the freedom to organize and elevate his brand.

I also want to thank Ician, the current owner of ANGELS optics, for continuing to trust my work, for taking care of the brand, and for keeping this legacy alive.

Projects like this remind you why you love what you do. It’s not just about designing something beautiful. It’s about creating structures that enable growth, bringing order to chaos with purpose, understanding what lies behind each brand, and guiding clients through their challenges —even when those challenges are complex.

ANGELS optics is now a brand with identity, with direction, and with a clear roadmap for sustainable growth. And for me, being part of that transformation has been a privilege.

At ElefantAmbulant, I’ll continue sharing stories like this —because every brand has a story to tell, and behind every well-built identity, there’s listening, strategy, hard work, and passion.

See you in the next post.

 

Tito Estruch
Interim Communication Manager | Expert in Marketing and Brand Creation

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