The Conceptual Logo
SEL – Spectrally Enhanced Lighting
SEL provides lighting strategies, supplies technology and parts, and implements new spectrally enhanced lighting. The lights work by using the full spectrum of light - providing a much brighter appearance with a much smaller energy cost. The lights provide benefits that are economic, experiential, and environmental.
Logo / Identity Design
A multitude of meaning
The shapes shown in the SEL logo are based on the shape of the special lights they use in their lighting solutions. The three colours represent the primary colours in the light spectrum, but also represent their three brand pillars/customer benefits – economic, experiential, and environmental. As the colours overlap, the full range of light is created in the middle - a pure white light. While it was important to illustrate these concepts, the logo itself is also simple and memorable, allowing it to function on its own without prior knowledge of its meaning.
Uniform Branding
The three main colours of logo were maintained in the print materials to give them a clean, modern look. The brochure was a brief, four page booklet meant to highlight the key benefits of converting from standard to spectrally enhanced lighting. It was carefully designed to work with a folder and business cards to present a clear, uniform brand.
Web
Quick Branded Site
A very simple six page website was developed on a modest budget to give SEL a presence on the web. It is a good example of how a brand identity can be translated quickly and seamlessly from one media to another.
