Graphic Designer
Social Media Manager
Adobe XD
4 weeks
The branding project for Lumos, a young and dynamic student organization, consists of the creation of a logo, the development of a brand personality and identity, as well as the social media presence. Along that, I also created a design guide and presentation slide templates for members to use.
Lumos is a student organization that focuses on learning and teaching data science in a collaborative and professional way. Having been one of the founding members of this organization, I was responsible for the development of the brand identity and the social media presence.
In winter 2019, a few colleagues from my bachelor studies came to me and pitched the idea of founding an organization that supports committed students to further their theoretical knowledge in data science by providing unique professional opportunities in cooperation with companies. Given that this organization would be build up from zero, there was the need for a logo and a whole brand that would represent the organization.
SUCCES METRICS
Lumos is a young and dynamic student organization. Therefore, the brand Lumos has to appeal to individual students from a variety of university programs on the one hand. On the other hand, the organization also has to induce trust in companies that would be potential project partners. After conducting a survey and interviews with the then founding members of the organization, these are the personality traits that Lumos should convey:
- Fun
- Innovative
- Reliable
The goal of this project is to create a fun and trustworthy brand that represents Lumos. The outcome should attract new members and companies to collaborate with Lumos.
One of our data science lecturers would always say, "[...] it's not rocket science!". So, I took this phrase as inspiration for the branding concept.
Keywords for the design 🗝️
- Data 📊
- Rocket 🚀
- Space 👽
I sat down with two other founding members and we designed the icon together. It took several revisions until we decided on the hexagon shape with six lines slashing through it. Six edges and six lines for the six founding members.
After agreeing on the icon and icon color with all the other members, I moved on to creating a logo, a design system, and other visual assets.
The end result is the Lumos logo along with the entire visual identity, such as brand colors, font styles, social media presence, and presentation templates.
