Luminis logo design
We explored a broad range of logo design concepts
The original concept of an unfolding map turned into an infinity symbol
A light source beaming through passageway, glowing from a globe
An open door brings clarity lighting the way
A signpost represents direction and way-finding. Guidance at a crossroad
The chosen design. An intense light source shines through spot-light shades. The negative space reveals a hidden star
MicroRate, the first microfinance rating agency dedicated to evaluating performance and risk in microfinance institutions and funds, was launching Luminis, a web-based information service to enable investors to make sound investments in microfinance. The name Luminis communicated well the qualities that the client wanted to convey: Objetivity, Transparency, Quality and Integrity. JRDG was selected to create the Luminis brand identity, brand voice, website design and marketing materials.
JRDG conducted competitive research and a series of management interviews to define Luminis brand positioning, personality, attributes, communication strategy, target audiences and business goals. Based on the findings and after a broad design concept exploration a number of logo designs and taglines were selected for presentation.
Part of the challenge was to create a brand identity that was warm but also sharp to convey both the social character of Microfinance (micro investments in developing countries) as well Luminis' expertise in information technology and fund analysis.
It was important for the client to visually connect the Luminis brand with MicroRate to allow the new brand to benefit from the credibility of the parent company. Ultimately this connection with the MicroRate brand was achieved through color and typography.
We also designed and develop the Luminis website maintaining the integrity of the brand in an elaborate interactive environment.