Working with Luminous Solutions Associates, one of the UK’s leading lighting consultancies assisting architects with green lighting solutions, to provide a brand new logo and brand presence, tailor-made to help connect with their expanded customer base and replace their outdated brand.

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The Details

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The final logo includes a simple icon which on first look is merely an L shape and a block, however, this shape references a number of different attributes related to the business, which include:

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• Incorperating the letter L from the company name, allowing the icon to work as a standalone identifiable asset for the brand.
• A rectangle to complete the shape and reference a building.
• A gap between the L which references the space and light the company helps maximise.
• Streaks of light mimicking sunlight inside the shape of the logo mark
• Green colours to reflect the green credentials of the logo.

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Architecture is the thoughtful making of space.

- LOUIS KAHN

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I created the design quite holistically using a playful approach and letting my intuition and sense of play dictate the outcome.

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I am pleased that without consciously setting out to, in reflection the design holds true to some basic principles of architecture, without trying to force the look. The final result quite by accident has more layers to it than I ever intended.

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As I write this case study and I think about how it relates to architecture I am reminded of the figure-ground theory in architecture, roughly "the space that results from placing figures should be considered as carefully as the figures themselves". In this instance the ground is the (white) positive 'L' shape created by the figures, which are the green shapes.

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I'm not an architect but I have always had great appreciation for architecture and I have a copy of '101 Things I Learned in Architecture School' which I have found to be one of the most useful design books full of useful information.

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The icon design has been paired with a Swiss, san serif typeface - Helvetica that everyone knows and loves and gives the logo a very refined and precise look. I used varying weights of font going from boldest to lightest, using 3 weights to match the 3 shades of green and give the logo some uniformity, whilst helping give the typography a logical vertical heirarchy. The logo helps convey a sense of precision, airiness and space and helped the business become immediately more engaging with architects.

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Get in touch to see how Craig can help your business today.

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https://www.craigthompson.design/contact

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