Objective
Create a brand identity for a youthful home goods company with a modern, eclectic appeal.
Challenge
Create a logomark that represents both definitions of luminary (natural or artificial light source, celestial bodies emitting or reflecting light).
Primary Logo
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Creative Direction
Airy
Bright
Youthful
Concept overview
Celebrating the origins of the brand name by incorporating both the celestial references and elements of artificial light, Luminari Goods is open to home furnishers with a youthful presence and fun, funky vibe.
Rationale
Luminari Goods is an exercise exploring essential brand-building practices. This concept captures the personality of a modern eclectic home goods company with a young spirit. The final product is mindful of the brand name's celestial origins, incorporates artificial light elements, and keeps the home as the central motif. The ranging logo treatments allow varied applications in all spaces the brand inhabits. Included icons feature variations of a sun, a half moon, and a star as a nod to Luminari Goods' otherworldly nature. The logo suite, customized wordmark, and accompanying icons are unified by the intentionally roughened texture.
Brand concept visuals