Scott Talbot /  Art Direction and Design
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Lucid Software | Visual Identity

Lucid Software Visual Identity

 

Lucid Software | Visual Identity

Lucid is a fast growing software company that needed a visual identity refresh. Our creative team was challenged to create a simple, memorable identity that could grow with the company as it grew into the future. 

 
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Patterns

We built off of the isometric angles of the “L” mark, making them into a series of patterns that can be used on web, social, and print.

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Color Palette

A completely new brand color palette was developed based on the concept of refracted light. The idea was derived from the sense of the word "lucid" that means "luminous."

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Additional Uses

At the same time we developed the visual identity, we moved into a new office space. We applied the new identity on the building, in the building, on our ID badges, swag and many other places.

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Design Notes

The Old Logo

The logo only existed in a horizontal format and was too wide for many situations.  We found that both employees and users generally refered to our company simply as "Lucid.” So including “software” in the logo was unnecessary. 

The mark itself was uninspired. When we showed the mark to people without the name next to it, they thought the “dots and bubbles” look meant it was a biochemical company or pharmaceuticals. 

We found that both employees and users generally refer to our company simply as "Lucid." The old logo overly emphasizes the legal name. Perhaps most importantly, the old logo does not contain any valuable or memorable meaning apart from the name of the company.

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Updated Blue

We updated the “Lucid Blue” to be more vibrant.

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New Logo

The new logo is easier to produce, more memorable, and scales more effectively. Dropping "software" from the logo makes it more compact and encourages people to use the simpler name.

It also contains a concept that is meaningful to the company: progress.

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It also contains a concept that is meaningful to the company: progress.

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Credits:
Designed in collaboration with Rachel Ehlan, Mickey Martin & David Stuaffer

Original descriptions written by Mickey Martin