Lumo — Brand Identity

The Brief
Lumo is an energy software business. Their mission at Lumo is to accelerate the residential transition to renewable energy, we do this by holistically improving the energy usage efficiency of devices such as solar, batteries, ev’s and heat pumps, using smart algorithms and real-time data to optimize bills by 30-40%, massively improving ROIs and saleability of the devices and saving homeowners £1,000’s in bills. Lumo’s vision is to efficiently optimize energy usage to achieve net zero, powering all of heating, lights, devices, electric car. The technology to make this happen is here now and Lumo is bringing it together and making it accessible to everyone. The idea was to create a simple logo that incorporates the mark into the name, the logo-mark as part of the name.

The Approach
The central design challenge with Lumo was tone. Energy technology can easily skew either too corporate and cold, or too earnest and activist. Lumo needed to feel neither — it needed to feel like a smart, friendly company that has genuinely solved a hard problem and wants to share it with as many people as possible. The logo concept was built around a specific constraint: integrate the logomark directly into the wordmark, so the symbol and the name function as a single unified unit rather than two separate elements. This kind of integrated logotype requires careful typographic thinking — the mark has to feel native to the letterforms, not grafted onto them. The result is a logo that reads cleanly at every scale, from a billboard to a mobile app icon, without losing its character.

The broader visual identity is clean, warm, and forward-looking — a colour system and typographic approach that signals clarity and confidence without the aggressive energy of a typical tech startup brand. Lumo is making something genuinely good for people's homes and the planet; the brand needed to feel like that.

Deliverables:
Visual identity, Brand Identity, Packaging, Creative Direction, Illustration