The LUX wordmark was crafted to be flexible. Designing it as a 3-letter typeface allowed for easy arrangement in different configurations, resulting in an adaptable and polished brand.
The idea behind the LUX wordmark was to create something that was flexible and could be animated or set in different configurations. I was sent a draft that had letterforms constructed from basic shapes that were set inside boxes.
I used my knowledge of letterform shapes to make optical adjustments so that the letters felt balanced in their form and width while keeping their geometric qualities. Because I knew the mark was going to be set in different configurations, I pitched the idea to produce it as a 3-letter typeface so the designer could make new versions just by typing different combinations of L-U-X, spaces, and returns.
I’m happy to have contributed to this larger branding project that was art directed and produced by Pendo Creative. By leveraging font technology and letter-drawing wisdom, we created a professional-looking logo and simplified the process of setting it in different combinations.
Final Project: https://luxinsights.com
