Lumen

Rebrand
2024

Art, Technology, Immersive Design

Lumen Prize and Lumen Studios branding, reflecting a refined and immersive identity designed to elevate digital art and innovation, crafted by Studio Rex.
Collage of Lumen Prize branding elements, including event visuals, logo design, and exhibition announcements, showcasing the refined identity and immersive branding crafted by Studio Rex.
Collage of Lumen Prize branding elements, including a blue glass award, logo design, business cards, colour gradients, and exhibition visuals, showcasing the immersive identity crafted by Studio Rex.

Rebranding a pioneer in digital art

Since 2012, Lumen has championed digital artists through its annual prize and international exhibitions. As the platform evolved, it needed a brand that could reflect its growing cultural relevance, while honouring over a decade of innovation.

We helped Lumen reshape its identity around a powerful new idea: the door.

A metaphor for invitation, discovery, and immersive experience, the new brand reflects Lumen’s role as a gateway into the future of digital creativity.

  • William Rech: Creative Direction, Strategy, Design

    Jen Roebuck: Strategy

    Erin Thompson: Marketing

    Billy Rivers: Copywriting

    Celest Van Zyl: Motion, Editing

    Dirk Tiffin: Motion, Editing

    Patrick Lawler: Motion

    Karla Robbeson: Design

Lumen Prize logo designs and visual elements on a dark background, featuring the Lumen Prize 2024 and Lumen Studios brandmarks, along with design components and measurements, showcasing the refined brand identity crafted by Studio Rex.

1. original logo, 2. step by step original icon to rebrand, 3. horizontal arrangements, 4. stacked arrangements, 5. rebrand icon, 6. matching icon and type angles

Color palette comparison featuring an "Original Palette" with four color swatches and a "Rebrand Palette" with a gradient and four hexadecimal color codes: 5. FFFFFF (white), 6. 010819 (dark blue), 7. 2951F1 (blue), 8. 0CEAEF (light cyan).
Black background with text showcasing two sections. Section 1: Font 'Eiko' in medium bold, text reads '14 years at the Intersection of Art and Technology' and 'We support artists' in teal. Section 2: Font 'Neue Montreal' in regular semibold, text describes the Lumen Prize, its $125,000 distribution, and artist opportunities. Mentions Lumen Studios transforming spaces and providing digital experiences with a network of 800+ artists.

1, 2, 3, 4. original palette, 5, 6, 7, 8. Rebrand colour palette

1. primary typeface Eiko, 2. secondary typeface Neue Montreal

Three panels of a design concept for "Captivated by Nonotak." The first panel shows a grid layout, the second panel displays a draft design with text, and the third panel features the completed design with a background image and the text "Join us and be Captivated by Nonotak" prominently displayed. The design includes details like a logo for Lumen Studios and a website URL.

1, 2, 3. door icon informs layout and composition

Collage showcasing Lumen Prize digital art exhibition visuals including a large sign with 'Discover the world's best digital art,' a spiral notebook, ticket for Nonotak, an exhibition with blurred figures, and a T-shirt labeled 'Creative Crew.'
Street banners featuring "The Lumen Prize '24" with a silhouette of a hand and "lumenstudios.art" website.
Silhouette of a building with "The Lumen Prize 2024" logo on a sign, against a blue sky.
Collage of digital award presentation slides with titles like Moving Image Award, Interactive Immersive, and 2024 Awards Ceremony, featuring artistic backgrounds and names such as Chia Amisola.
Person standing in front of a digital display promoting "The Lumen Prize 24," celebrating art and technology, with an art image featuring a face and the website "lumenstudios.art."
Collage of digital art and exhibit images, Lumen Prize 2024 logo, AMA Space with Kate Vass event announcement.
Collage featuring digital art displays and Lumen Prize text. Top left shows shadows on illuminated stairs, dated 19-07-2024. Top right includes a quote praising Lumen's role in digital art. Middle left displays people in a gallery with text 'Rise & Shine'. Bottom left shows a person lying in a room covered with paper. Right side has a person standing before a large, swirling blue digital artwork.
Person holding an award with background text "ENPRI"
Collage featuring people dining with wine, a woman at a bar reacting, a hallway with a person walking, and two blue Lumen Prize winner trophies.
"The Future of Art" event poster at Royal College of Art, featuring a colorful abstract art piece on a stage, chairs in foreground, and details of the Lumen Prize exhibit on July 11, 4-7pm.