A new symbolfor light
LEDVANCE, an OSRAM carve-out, has developed and marketed OSRAM’s general lighting portfolio since July 2016. We developed a new brand for the company based on the brand core »Advancing Light« – and LEDVANCE is now synonymous with LED lighting world-wide.
Our goal was to create a symbol that allowed for the most flexible design while illustrating the great variety in light. But how is it possible to translate the quality of light into a symbol?
We thought about the logo from an animation perspective, and saw light as an element that inspires and creates momentum. Various moments of the animated logo “frozen” in time serve as the key visual, giving the visual identity a diverse and multifaceted look. The result is a visual identity that thrives on contrasts. It can be loud or soft, simple or complex.«
Developing the brand system
We developed a global branding system based on the brand core »Advancing Light«. In addition to the product brands OSRAM, LEDVANCE-OSRAM and SYLVANIA, LEDVANCE integrates the three segments of light bulbs, lamps and smart home products – making the brand construct applicable for the various media, markets, retail channels and target audiences. We are supporting all Marketing departments at LEDVANCE during the implementation, serving as the contact for any questions regarding the brand, design and communication for over 40 markets.
With offices in more than 50 countries and business activities in more than 140 countries, LEDVANCE is one of the world's leading general lighting providers for professional clients and consumers. Having emerged from OSRAM's general lighting business, LEDVANCE offers a wide-ranging assortment of LED luminaires for a broad spectrum of application areas, clever lighting products for smart homes and buildings, one of the largest portfolios of advanced LED lamps in the industry, and traditional light sources. LEDVANCE has been owned by leading Chinese LED lighting company MLS since April 2018.