Right at the heart of Zürich, where the city's most iconic tram tracks converge, sits a practice that needed an identity as precise as the eyes it examines. The brief was clear: a brand confident enough to hold its own among the address's heavyweight neighbors, but human enough not to feel like another cold financial-district facade.

The mark draws from two unmistakable shapes. The Landolt ring — the broken circle used worldwide to test visual acuity — gave the logo its core form, a quiet nod to the precision of the practice itself. That same broken-circle geometry echoes the layout of Paradeplatz's tram junction as seen from above, tying the brand literally to its address. Two visual languages, one shape, both instantly recognizable to anyone who knows either reference. The result is a mark that works on a clinical level and a civic one at once: patients recognize the optical reference, locals recognize their own city square. Paired with a restrained, confident type system and a webdesign built around clarity and quick orientation — fitting, for a practice all about sharp sight — the identity gives this ophthalmology practice a presence as central as its location.