The Juice | Spotlight - VISE Logo

MindVision Software is one of the industry leaders in software installation applications. Their Installer VISE system is the most widely used installer for the Macintosh operating system and is rapidly gaining ground in the Windows environment.

In 2000, Robert Wurth began working with MindVision on a number of projects. One of the first jobs tackled was to update the look of Installer VISE to coincide with the new look of Macintosh OS X.

At first, the project was just a simple update of the VISE program icon, which had remained unchanged for years. The icon only existed in 32x32 and 16x16 pixel variations, with limited colors. OS X, however, was capable of displaying full color icons up to 128x128 pixels.

Original VISE icon

During the initial meetings with Robert, MindVision suggested that they wanted something new and modern for the icon, something that would compliment the new look of OS X.

The project started with sketches of rough concepts that played off of the function of VISE. Not only was the software a robust installation tool, but it also used powerful compression to create a very compact utility. Initial concepts tried to introduce a bit of a fluid, liquid element, which complimented the look of OS X.

Installer VISE early concepts
Early Installer VISE icon sketches

While still early in the development phase, another meeting with MindVision suggested a desire to avoid the "gel" appearance that was rapidly becoming so identifiable as the Macintosh OS X aqua look. It was also clear that VISE already had a very well-established user base that included not only millions of software developers, but also heavyweights such as Apple, Microsoft, Adobe and Macromedia. It was important that the new Installer VISE still looked familiar.

Sometimes the best solution is not to reinvent the wheel, but just to make it look a little more polished.

Using the original icon as a starting point, Robert developed a 3D computer model that could utilize dynamic lighting and surfacing effects and could be easily altered to different color schemes (MindVision uses different colors to distinguish Macintosh VISE from Windows VISE). This new icon was sort of a "super" version of the original. It retained much of the same look, but with greatly enhanced visuals.

Once approved, the icon/logo was also developed in a number of additional formats, including limited color versions, which opened up a variety of reproduction options.

Final VISE icon and logo

The final icon/logo was met with great enthusiasm. The graphic was produced at much larger sizes and used in brochures, trade show signs, posters and other promotional and identity materials. The new VISE imagery was given such prominence that it became the unofficial new identity for MindVision.

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What is a logo?

Simply put, a logo is a symbol designed for the easy and definite recognition of your business or service. Logos come in all shapes and sizes, but tend to fall into 4 distinct groups:

Wordmark:
Generally, the most straight-forward approach is the wordmark logo. This is a design that primarily uses customized text for imagery.
Think of: Microsoft, BlockBuster

Lettermark:
Similar to Workmark, but Lettermark logos tend to use abbreviations or initials rather than the full company name.
Think of: IBM, HBO

Iconic Logotype:
Perhaps the most widely used, Iconic Logotypes rely upon a graphical symbol and the company name rendered in stylized type. The graphic generally (but not always) represents the company in some way.
Think of: Sprint, Target

Brandmark Symbol:
Brandmark Symbols rely on graphics only (no text) to convey the identity of the company. Brandmark symbols are generally the most difficult logos to market effectively. For this reason, most successful Brandmark Symbols began as Iconic Logotypes, before eventually dropping the text.
Think of: Nike's "swoosh," Apple's "apple"