- Format
- Brand guidelines
- Status
- Concept · my own brand design for an agency idea i once had.
- Year
- 2026
- Made with
- Illustrator
- Guidelines
- PDF, 1.7 MB
A design studio's identity built on one idea: LUMEN sits inside acknowledged darkness, and the whole system moves from off-black into colour.
The parentheses do the conceptual work. Read one way the word is illumination; read another it is LUMENation, and the (ill) is conditional and removable. The tagline, "From the dark, made visible", says the same thing in a sentence, so the mark and the line speak with one voice. The palette runs from off-black to Rosa Mexicano, and the gradient to marigold takes its cue from papel picado: colour brought back out of the dark. Three angle rules keep the gradient from becoming decoration. Migra Black carries the display voice; Neue Haas Grotesk carries everything that has to be read.
