Transitions Optical Reveals New Brand Identity


Transitions Optical Reveals New Brand Identity and “Light Under Control” Consumer Campaign

ORLANDO, Fla., February, 12, 2018 – During Transitions Academy, Monday, Transitions Optical debuted a new brand identity and rejuvenation plan that will further build upon the company’s efforts to recruit new wearers and attract a younger generation of single-vision wearers to the photochromic lens category. Together, a new visual identity, Transitions® brand logo, light intelligent lenses tagline, and “Light Under Control” consumer advertising campaign will create a desire for the products in a simple, modern, and innovative way.  


“People’s eyes are precious, yet optimum vision in all light situations is a challenge. ‘Light Under Control’ aims to bring new wearers into the photochromic category by showcasing how relevant our lenses are for the fast-paced lives people live today,” said Chrystel Barranger, president of photochromics, Transitions Optical. “Our light intelligent lenses allow a hassle-free life, with ultimate light protection always freestyle.”

The direction for the overall brand rejuvenation is inspired by research[1] showing that 87 percent of eyeglass wearers report being sensitive to light.  New campaign imagery, color palette and messaging will emphasize a renewed focus on light – on how we need it, embrace it and can be protected from its harmful elements.  The campaign and logo will also feature a new diagonal split design, created to evoke a familiar feeling of swiping on mobile phones, moving throughout one’s day and the filtering technology of Transitions® lenses. The campaign strategy will incorporate dynamic, innovative digital tactics to reach younger wearers in the places they consume media most heavily.

“Helping people manage light has always been at the center of our product innovation. We know that people who wear our product love it, as shown by our 89 percent global repurchase rate,” added Barranger. “It’s time to create desire among consumers for lenses that protect them while having a free lifestyle.”

Consumers and eyecare professionals alike will begin seeing the new Transitions brand logo and the “Light Under Control” consumer campaign beginning May 2018.  Supporting point-of-sale and digital assets will become available to eyecare professionals later in the second quarter.

 About Transitions Optical

Transitions Optical is the leading provider of plastic photochromic (adaptive) lenses to optical manufacturers worldwide. Having been the first to successfully manufacture and commercialize plastic adaptive lenses in 1990, and as a result of its relentless investment in research and development and technology, Transitions Optical offers a wide variety of products, setting new standards of advanced performance to provide ever-increasing visual comfort and UV protection.

Product leadership, consumer focus, and operational excellence have made the Transitions brand one of the most recognized consumer brands in optics.

For more information about the company and Transitions lenses, visit or


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