Lumafield identity | Communication Arts

Responses by Casey Martin, founder and govt artistic director, Perform.

Track record: Lumafield, an extremely highly effective desktop CT scanner and software that would make 3-D imaging obtainable and cost-effective, lets engineers actually see inside solutions in all 3 dimensions without taking them apart. With Lumafield, engineers can more quickly assess patterns for highly-priced or dangerous flaws to make products safer, bigger quality and much less expensive. So, the brand arrived to us to create an identification able of creating have confidence in with a skeptical tough-science and engineering viewers although still generating the engineering really feel anchored to each day desires, feelings and values.

Layout thinking: Simply because its CT scanner opens new worlds of probability for engineers, we needed to manufacturer Lumafield as a pioneering disruptor but 1 that’s nonetheless expressive, approachable and reputable. To get there, we did accurately what the scanner does: we appeared within ourselves for inspiration but also to the colourful visible language of 3-D imaging.

For the logomark, we wished to categorical the three-dimensional x-, y- and z-axes in 2-D. So, we did and produced a remarkable crosshairs influence in the course of action. The brand is supported by both of those the wordmark and typography, a kind loved ones known as Monument Grotesk that invokes a feeling of technical expertise as properly as honesty and believe in. We landed on the tagline “Look Within” to unite the full program, which succinctly echoes Lumafield’s complete complex and psychological proposition.

Worries: Resisting the urge to action within the scanner. It is so awesome.

Just kidding! We get the job done with a whole lot of tech companies, so doing work with Lumafield introduced a obstacle we typically uncover ourselves going through: how to just take incredibly sophisticated engineering and distill it down to a uncomplicated, authentic visual identification.

New lessons: Branding and layout can inspire trust in new systems by obviously and truly expressing that technology’s positive aspects. Corporations like Lumafield are fixing some of the world’s most intricate complications, and the distillation of these complexities into straightforward-to-digest morsels is necessary to assisting people today share its optimistic vision for the future.

Visual influences: By immediately referencing and employing the vibrantly coloured scans produced by the system, we championed the beauty of transparency—both practically and figuratively. This was a second for the style to leverage a ton of what tends to make Lumafield so amazing. We leaned seriously on Lumafield’s 3-D x-ray scans and prismatic color palette, using in advance of-and-right after imagery to exhibit the simplicity of the engineering even though infusing it with a burst of emotion.

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