Winners profiles 2024
Movement is the key element in the logistics industry. This is why the rebranding for Logika is based on a dynamic system that allows for great flexibility. With a keen sense for the visual translation of the brand values, Luminous Design has succeeded in making a powerful statement – demonstrating the creative team’s many years of experience with a focus on branding and packaging, as well as its passion for bold communication.
Interview with Luminous Design
Red Dot: Can you tell us something about the construction of this very geometric solution?
Luminous Design: Following the dynamic shapes of the new word mark, we have developed a symbol based on its diagonal axes. In this way, we emphasise the concept of multidirectional movement and brand dynamics. By redefining a graphic element of the existing identity, the diagonal axes are given a significant role in the new identity and become a dominant design element.
Was it also important to be able to use this central element in all dimensions?
Yes, the symbol that we designed based on the diagonals of the corporate identity can function both flat and as a 3D element in applications such as neon signs, while retaining or further developing its characteristics. In addition, the transition from paper to screen works well, which could be described as a general requirement for design today.
What are the considerations behind the high-contrast corporate colours?
The identity is mainly based on the corporate colour orange. During the redesign, black was integrated more strongly into the identity, creating a palette of striking visual contrasts.
Is it more complex to revise an existing identity or to create a new one?
When a visual identity is created from scratch, the design team can steer the process in the direction they think will lead to the best result. With a rebrand, it’s not so simple, because in this case the designer is confronted with the solutions and decisions of others. It is quite a complex process to create the new design in a way that emphasises the elements essential to the brand story, while still preserving existing design elements.
What role does the ability to present a brand in moving images play?
The presentation of a brand’s design development in the form of animations is a new weapon in the designer’s quiver. It becomes possible to capture the design process in its entirety, which was not so easy a few years ago. Today, designers can test motion scenarios in the early stages, which often supports one of the designs that is ultimately favoured in the selection process.