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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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 referred 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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Isometric Concept

So the first thing we did was drop the “software” off of the logo. Dropping "software" from the logo makes it more compact and encourages people to use the simpler name. This instantly made the logo easier to produce and to scale in different situations.

The logo is based off of a isometric grid, but small changes needed to be made, like dropping the lower left corner of the L slightly below the baseline.

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Natural L Shape

The old L mark contained an awkward, empty space and was not legible because it didn’t follow the traditional down-and-to-the-right L letterform. The new design is easily identified as an L and we made it narrower to reduce the empty space.

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Up and to the Right

The new isometric angled look also contains a concept that is meaningful to the company: progress.


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