I was brought on to create the logo and brand identity for Luxi, a company that produces a smart light that adjusts its level of brightness automatically depending on the intensity of light in its surrounding area. The Luxi product line is being marketed towards an active clientele that would use the flashlight when running or cycling when the sun goes down.
Aiming towards those with an active lifestyle, there was a desire to develop a brand that spoke to youthful, modern, and welcoming keywords. A playful handwritten script typeface was decided on as it portrays a range of motion while feeling young and energetic. It was requested from the beginning that a specific light blue and dark gray color palette was to be incorporated with the blue used sparingly as an extra pop of color.
When it came down to designing the complete stationary suite, it was a conscious decision to implement a lot of white space to portray a sense of brightness and light that ties back to what type of product Luxi is.
Comments