Identity for a company that takes engineering narratives to an informal, more human context.
Lumu is all about an engineering with a humanistic touch. Their roots and trademark products are related to the phenomena of light and how to measure them. The company tries to take otherwise conventional, sometimes dry engineering narratives to a more informal context. Those narratives could be either enliven with a humour, sarcasm or deliberate simplicity.
The logo as well as the overall branding strategy we've constructed represents a synthesis of different attributes that represent core company values. The basic identity parameters (such as type and colour palette) and their treatment are very much related to the idea of ‘catching the light’. On the other hand the identity tries to be as functional as possible.
Co-creator of identity: Karlo Medjugorac
UX Design: Rok Pregelj
Photos: Marko Pirc, Stas Stankovic
