When Andrea Hands and Tiffany Martinez set out to create their optometry practice in Albuquerque, NM – they had big dreams, brand new equipment, and a name — but no logo and no brand identity. The only thing of which they were sure was they wanted the logo to include a representation of an eye, and to feel “New Mexican” but modern. Adam grew up in New Mexico, attending school with Tiffany Martinez at the Albuquerque Academy for middle and high school, and so was honored (and qualified!) to create a brand identity for Eyes of New Mexico that draws on the state’s symbol with a modern flair.
The final logo’s centerpiece is an eye, surrounded by the 4 points of a customized Zia symbol. The Zia symbol, popularly known as the image on the New Mexico state flag, is rife with symbolism including the four seasons of the year (winter/spring/summer/autumn), the four periods of the day (morning/noon/evening/night), the four ages of a person (child/youth/adult/senior), and the four sacred obligations one must develop (a strong body, a clear mind, a pure spirit, and a devotion to the welfare of others), according to the beliefs of the Zia people. These themes apply well to Eyes of New Mexico’s mission, as they seek to provide quality eye care to people of all ages and walks of life. The turquoise color used in the logo is, among other things, reminiscent of the ubiquitous jewelry from the area featuring New Mexico’s state gemstone.