Prescription: Clarity and Focus

Sunglass Hut International, a purveyor of fashionable sunglasses and eyewear, is in the midst of rolling out a new brand identity to its 1,500 retail stores located in malls and other high-density retail areas around the globe. The new identity, developed by everyone’s favorite, Wolff Olins and retail specialist FRCH Cincinnati, has already been unveiled in Europe, and is only now just starting to make its public debut here in the United States, replacing an interim identity plaguing some applications, like the web site. The result has been a confusing image for an iconic sunglass retailer — one that is not nearly as distinctive as the one that it replaces. Interim logo… Designed by who knows. One simply needs to visit the retailer’s European website and then the N