Luxium
Luxium Solutions – Verbal and Visual Brand Identity
Challenge
When SK Capital acquired Saint-Gobain Crystals, they hired Tailfeather to help with a complete visual and verbal rebrand. As an advanced engineering materials company, Saint-Gobain felt the inclusion of the word “crystals” within its name was limiting and not indicative of the breadth of its current work or its vision for future services.
The new brand needed to capture the foundation of Saint-Gobain’s storied history while moving from the specificity of its past work to reflect a forward-thinking approach that suggested a broader scope of solutions. The client challenged us to propose names that felt tech-oriented while conveying light, strength, and movement.
Verbal & Visual Identity ―
Approach
While the name needed to resonate within the niche sector of scintillation crystals and photonic applications, we wanted to ensure the new brand allowed room for growth into new fields. After three rounds of naming iterations, we landed on the invented “Luxium Solutions.” Lux comes from the Latin for light, referencing the work while denoting a sense of premium quality. The suffix ‘-ium’ gives the name an elemental feel.
Once the verbal identity was confirmed, we began working on the logo design. With the goal of incorporating themes of protection and light, we created a globe composed of lines radiating from a central circle. This globe was then transformed into the shape of a shield, giving the logo its distinctive appearance. The overall effect presents Luxium as a world-class global brand while nodding to its foundational products and core business.
In terms of colors, we used a rich blue gradient that starts with a pale shade at the bottom and gradually becomes darker toward the top. This gradient adds a sense of movement and shine to the logo, which ties to the theme of light. Additionally, the upward and rightward movement of the colors draws attention to the hidden letter "L" within the image.
Approach ―
Result
Luxium Solutions' rebrand is an example of a name and marque working in perfect harmony. The name evokes quality, scientific prowess, and the company’s history. At the same time, the modern feeling logo presents a sense of strength and shines a light on the company’s global vision for the future. This project also won a 2023 MUSE Creative Award!
Result ―
