LUMA Branding
LUMA is a student-run organization at Digital Worlds that produces multimedia content for clients all around the world. I created a brand to promote these services and represent the meaning behind group’s name.
This brand needed to be modern, but timeless. We researched the meaning behind the word “luma,” and found that it is often used to refer to light and to the brightness of an image. On top of that, it’s an industry term that is used when referring to the saturation of an image. Because of this, we decided that the Luma brand needed to be bright, colorful, sleek, modern, and timeless. All of the things the studio’s products would be.
Progress Designs
I created the first two drafts (top row) to focus on the color spectrum and the light that the studio wanted to represent. We then moved into Autodesk Maya and modeled a 20-sided gem to form the symbol of the logo. This gem represents a prism that is used to reflect the light and pull out colors into the color spectrum. It also holds a special significance to studio members because it is the shape of the 20-sided die most commonly used in the game Dungeons & Dragons, a game we were all familiar with.
Logo Animation
After creating the logo, I animated it with After Effects and Element 3D. This animation implemented the brand’s modern and clean look while also representing LUMA’s name and purpose. Because LUMA’s brand emphasizes light, we manipulated the colors and the light to add a sense of mystery.