Lux is an agency that concentrates on brand as a whole. The design of the marque represents 5 key areas of work Lux does (hence 5 circles). As the marque gets smaller, the 5 areas begin to blend into one another to form a whole (the entirety of the full-services). The vibrant colours represent the fresh passion and excitement that Lux has at the core of the work done.
The circles represent the full-circle nature of brand work, the infinite possibilities, the lack of dead-ends, the notion of all-encompassing, and the imperfections in the circles represent the liquid-nature of brand, and the ever-evolving movement of across-the-board brand work.
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