In 1999, Love Communications was contracted to literally bring Standard Optical into the new millennium, updating what had become an extremely dated logo and overall image. In an attempt to reinvigorate sales, we repositioned the tired Standard Optical brand as hip, contemporary, stylish and progressive. The new in-store and mass communications graphics we developed were anchored by this new, award-winning logo – capturing the essence of the personal Standard Optical touch with a twist on the SO acronym, also displayed as a pair of spectacles. Top Design Studio recognized the finished logo from the more than 1,500 submitted worldwide for the eighth edition of "Letterhead & Logo Design."