Lightolier was founded in 1904 so I approached the assignment by researching the history of the brand. My goal was to refresh the identity while not straying from the tradition and integrity of this company. I chose the typeface Foco for the logo because the clean straight edges represent the architectural quality of the brand while the rounded edges and curved terminals show movement which can be associated with electricity. The “t” has a cross stroke only on one side which gives the appearance of light hitting the letter. It’s a legible typeface with a warm, inviting, and friendly touch.