The challenge

Lumen designs custom lighting for restaurants and hotels. Their old logo felt generic and did not reflect the craft behind their work.

Process

I explored how light behaves in a room: soft edges, contrast, warm and cool tones. The final wordmark uses a single cut in the letter L, like a beam of light through a doorway.

The system includes the logo, color palette, typography, stationery and templates for project presentations.

Result

Lumen rolled out the new identity across their website, signage and proposals. Clients now recognise their presentations before they see the name.