Lux, a well-established Finnish family business specializing in foundry and steel industries, asked us to redesign their brochures. As we got to know the company, it became clear that in addition to new brochures, they needed visual guidelines to unify and update their brand image. Together with the client we rethought the brief and decided to give the brand a proper facelift.

Our most delicate task was to redraw the cogwheel symbol of Lux. The original logo dates back to the first half of 20th century, and though it was very much liked in the company, it was no longer answering the needs of expanding international business. The logo had to be polished to meet the technical requirements of new media, work equally well in latin and cyrillic alphabets – and most importantly, maintain the character and soul of Lux. In the redrawing process every detail was discussed carefully, from the number and shape of the cogs, to the curves of individual letters. The new symbol is a result of long discussions, intensive listening and extensive sketching.

Besides refining the logo, we created simple guidelines for the visual identity, and designed stationary and brochure templates. The straightforward and stark aesthetics communicate what the company is about: reliability, longevity, effectiveness and tradition.