NEW Logo

Here’s the story of how our new logo came into existence.

For 27 years Lumino had been a distributor of architectural lighting products, working with manufacturers that had very strong brands.  As a result our own logo often got lost amongst the logos of brands we distributed.  Andrew and I wanted to rebrand the company for 2012 to symbolise Lumino’s fresh start as a designer and manufacturer of architectural lighting products.  Now we had changed and we needed one logo to represent everything we did.  But what should it be?  It needed to be a bold image, something that looked and felt right but also encapsulated the spirit of who we were as a company.

We started sketching and doodling.  Many dozens of pages later we were literally drawing a blank.  So we appointed a great designer, Blake Allen to see if he could come up with something from a different perspective.  Blake’s ideas were beautiful and his expertise with type was stunning but we still couldn’t find that one image that felt just right to us.  So we kept doodling.

One Sunday night I sat sketching, this time playing with shapes around the letter L.  Two lines joined at the ends ninety degrees apart – what could we do with this shape?  I played with pages of multiple L shapes and started to move into three dimensional shapes, geometrics forms, planar panels with light and shadow.  Something started to take shape on these pages that I liked - an open cube shape in a pseudo 3D form.

I met up with Andrew the next day and told him I was on to something.  He looked stunned and immediately opened his sketchbook to show ideas he’d been doodling over the weekend.  3D cube shapes like dice - by sheer coincidence both he and I had sketched very similar logos.  We both felt we were on the right track and sent the sketches over to Blake so he could refine them further and combine the logo with a suitable typeface.

As Blake refined the logo over the coming days we started to see more symbolism and relevance within it.  The cube was a structural form, it had strength and solidity, it had a perfect geometry and symmetry – the whole logo structure was built of isosceles triangles.  It resembled a Cubist eye with a pure white iris at its centre; bright light piercing through the dark or an Op art 2D/3D graphic illusion playing with light and perception.  The logo had light and shade within form and structure, pure geometry with strength and solidity.  It finally felt just right.

Jago Wickers, Technical Director, Lumino