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New Logo and Identity for Lux Capital by Mucho
 

before

after

Noted May. 6, 2016 by Armin

Industry / Corporate Tags /

About

(Est. 2000) “Lux Capital is a venture capital firm that helps entrepreneurs turn breakthroughs into world-changing businesses within energy, healthcare and technology. Lux Capital invests in emerging science and technology ventures at the outermost edges of what is possible. We have offices in New York City and Menlo Park. The Lux Capital team has founded more than 20 companies from scratch.”

Design by

Mucho (San Francisco, CA office)

Related links

Mucho project page

Relevant quote
[…] Simply by positioning the name Lux at 45 degrees the 'X' becomes a '+', representing this collaborative process between scientists and technologists, as well as highlighting the collaborative benefits between a Venture Capital firm and their client Portfolios.

Mucho project page

Images (opinion after)
New Logo and Identity for Lux Capital by Mucho
Logo detail.
New Logo and Identity for Lux Capital by Mucho
Logo animation.
New Logo and Identity for Lux Capital by Mucho
Identity elements poster.
New Logo and Identity for Lux Capital by Mucho
Business and note cards.
New Logo and Identity for Lux Capital by Mucho
Pattern.
New Logo and Identity for Lux Capital by Mucho
Pattern animation.
Opinion

The old logo was somewhat related to science through those blobby things and it could have been a decent logo if there had been some relation between the elements, instead of 100% size "lux", 90% size "capital" and 100-miles-due-west blobs. The new logo doesn't scream science but in exchange it's more a metaphor on collaboration and exponential possibilities through a very clever twist — literally — on the "X" that doubles as × and + through a simple 45-degree rotation of the wordmark. The logo provides great pleasure in reading it as both and its consistent placement on the top right corner accentuates the concept. The applications are simple and straightforward but very elegant, signaling that this is where the money's at. Overall, great logo and flawless execution (although, to nitpick, I don't think Brown is the best complement to the logo, a more Humanist sans would have fit better).

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