Design Strategy: Luxeo is a company that produces, buys and sells LED lighting products. Considering that Luxeo intended to develop its brand awareness in new markets, it was necessary for the brand name in the logo to be more emphasized, and therefore the logo is a combination of letters and images in the negative space in the simplest possible way.
In this concept, the main strategy of designing the ilumination of a dark place was considered, and based on this, ideation started.

Research Challenge: The main challenge in the initial research and studies was to emphasize the brand name in the logo in the simplest possible way and add a concept of lighting to it, so after analyzing the competitors’ logos and the ideation process by discovering an empty space between the letters Luxeo and its resemblance to the light aperture was designed with a distinctive logo.

Storytelling: “In the heart of nature’s embrace, where light touch the earth, I found the brand essence of Luxeo. This logo is a homage to that singular moment when light carves a path through darkness, a beacon of hope and innovation. It represents Luxeo’s commitment to illuminating lives with products that embody the purity and brilliance of natural light.

Idea: After examining various ideas, the concept of lighting was finally extracted from Luxeo’s letters.
A clever image of the negative space between the letters X and E that conveys the concept of lighting in the simplest and most distinctive way possible.

Project Duration: This project was for a French brand that was designed in Iran-Tehran and the duration of this project was 2 months.