Saman Hoseini Creates Luxeo’s Distinctive Logo Concept by Emphasising Negative Space

Design Strategy: Luxeo is a company that produces, buys and sells LED lighting products. Considering that Luxeo intended to develop its brand awareness in new markets, it was necessary for the brand name in the logo to be more emphasized, and therefore the logo is a combination of letters and images in the negative space in the simplest possible way. In this concept, the main strategy of designing the ilumination of a dark place was considered, and based on this, ideation started. Research Challenge: The main challenge in the initial research and studies was to emphasize the brand name in the logo in the simplest possible way and add a concept of lighting to it, so after analyzing the competitors’ logos and the ideation process by discovering an empty space between the letters Luxeo and it