Lucent

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Lucent is a company with a focus on community and environment that offers tailored investment solutions that result in considered developments across Melbourne. The brief: create a brand that stands out among competitors and reflects their transparent business practice.

The result is a simple and clean logo mark that evokes a sense of confidence and business transparency. The custom type gives a subtle, architectural quality that relates to the Lucent product outcome. The trademark symbol was added to the logo mark to imply ownership of Lucent’s distinct business characteristics.

A unique illustration was developed to accompany the logo mark. This is informed by Lucent’s two business streams and the definition of Lucent: glowing, shining or giving off light, something that is translucent or clear. The illustration encapsulates the warmth and vibrancy that comes from Lucent’s positive business practice, which starts from their internal operations and extends to their wider community concerns.

Brand & visual language