Ultra LEDs
This rebrand had a carefully considered colour palette which supported the rest of key visuals.
Industry: Commercial Lighting
Category: B2B2C
Year: 2024
Overview
This small local business provides LED lighting options to both consumers and industry professionals, this made the strategic direction of the brand an important factor to consider.
The creative part of this challenging brief was to ensure the new visuals were exciting enough to stand out in a saturated market. I decided to focus on bright, vibrant colours for this brand, linking them to the electromagnetic spectrum. This interesting and unique concept of the light spectrum formed the rest of the brand visuals, including the logo and supporting graphics.
Further exploring the lighting spectrum concept to create additional assets.
The curves in the wordmark came from the wavelength in the spectrum, as well as the colour choices. This had then formed a key part of the visuals, so expanding on this was the next step. The actual light waves themselves could be used as patterns, or as overlaying graphics to add an additional brand touch.
Alongside these waves, electrical circuit symbols could also be used in many different ways. The symbols could be scaled large and small, hanging of the side of layouts for both digital assets and printed materials.
A colour scheme thats both vibrant and accessible.
As part of the scope for this project, RGB colours were heavily prioritised, as a website redesign was also going ahead.
Purple is used slightly more than red as it feels more positive then, due to existing colour connotations. The vivid green and blue then also give extra flexibility in the brand, but also tonally, they are balanced with the stronger colours.
WCAG plays an important consideration in web design today. Therefore I didn’t want the colours to be rejected due to the boldness, but I knew they were potentially difficult to get the correct contrast. With some fine tuning, around 80% of the colour combinations passed WCAG AA guidelines and around 60% WCAG AAA, making the brand functional, flexible and eye-catching online.
