Lumi Logo

Earlier this summer we refreshed the Lumi logo. The goal was to keep the cursive, timeless quality of the original but help it work better across applications (web, print, packaging, signage, etc.). One of the primary considerations was adjusting its overall shape to be more horizontal and bold, improving its readability at small sizes and in areas with less vertical space such as titlebars in our mobile app. It was also an opportunity to give the logotype a more unique, calligraphic quality, that would carry the brand forward for many years to come. By tweaking the letterforms and connecting them together the logo suddenly felt like it could stand on its own, outside of the vignette that originally enclosed it.