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In 2016, I was approached by the UK's largest independent lighting specialist to devise a separate brand to be used on a range of their own lighting products that were in the late-prototyping stage at the time. Due to internal decisions, they eventually didn't push through to the manufacturing stage but the logo itself, if not the entire brand identity, had been signed off so I've dug this mockup out of the archives.

The company in question deal with very high-end architectural lighting but had found that some of their competitors were undercutting their prices significantly, but at the cost of specifying much lower-quality products. Not wanting to lose out on business, but also entirely unwilling to compromise on quality, they decided to design and develop their very own line of products to be manufactured in bulk directly with a supplier in China who had managed to pass their incredibly high quality standards. This line of high quality but slightly lower-priced lighting products needed its own brand; one aimed at architects and engineers that mixes elegance with utilitarianism, presented in a way that also suggests good value. It also had to sit well alongside their existing brand, yet remain entirely independent (with an eye to selling their product to their competitors in the future).

Having started entirely from scratch, the concept for the brand name selected is derived from the Latin word for design, and crucially, it hadn't already been used in the lighting industry. It sounds high-end, but was to be presented on the packaging in a single colour to appear utilitarian whilst also keeping manufacturing costs down. The client had originally only intended to use the brand on print advertisements and didn't want to print the boxes as the products themselves would only be visible to the tradesmen fitting them, rather than the architects and engineers responsible for buying them. However, with a bit of persuasion they agreed that word of mouth advertising is not only the most valuable but also the cheapest, and any brand exposure would be of value.

The serif text was chosen to complement their main brand, as well as looking established, with the differing character weight representing different intensities of light and the framing element added to provide the more utilitarian feel that they were looking for, in conjunction with the single colour palette.

Created in 2016, all text and images copyright of Russ Atkinson.


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