Contrast: The symbol featured in the new logo is based on the contrast between light and dark, featuring the stylized initials C and O in black and white. The entire visual identity and imagery is dominated by the interplay of black and white, with bold orange accents. 

Movement: The new corporate design is conceived of as an agile interface – after all, smart lighting solutions adapt to each application and situation. Movement in this context also means that the visual identity thrives on flexible principles instead of rigid rules.

Focus: Bundled beams of light create a focal point, which is why all of the design elements are aligned with the center. The circular shape of the logo is a »spotlight«, which is reflected in the dot grid. 

Involved areas of expertise

Services

  • Corporate design
  • Logo development
  • Logo system
  • Key visual
  • Imagery

Client

OSRAM Continental

Industry

Industry

Project

Corporate Design

Year

2017-2018

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OSRAM Licht AG

Annual reports

Light is OSRAM. The Annual Reports position the company as a leader with a bright future in the growth market of lighting. The cover of the yearbook 2013 glows with a circle of real LED lights. This key visual and its unique technology stand for OSRAM’s groundbreaking innovations. The key visual 2014, a horizontal beam of light interprets the great color variety in the spectrum of visible light and continues the guiding idea.

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LEDVANCE

Brand Development, Corporate Design

Robert Börsting, Design Director KMS TEAM on LEDVANCE’s new visual identity: »Our goal was to create a symbol that allows the greatest possible flexibility in design while illustrating the great variety in light. But how do you translate the quality of light into a symbol?«

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