We explored a broad range of logo design concepts
The original concept of an unfolding map turned into an infinity symbol kyte
A staircase serves as a metaphor to convey upward growth and forward thinking
A light source beaming through passageway, emanating from a globe
An open door brings light and clarity showing us the way
A signpost represents direction, finding the way. Guidance at a crossroad
An intense light source shines through 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.