Review · master brand · 10 October 2026
Three logos for the company.
The brand pack has a lockup for Design, Studio and Local, and none for LUXD itself. Each option below is built from the pack’s own letters and sun, so it stays in the family. These are exploration drawings. The one you choose still needs final artwork: light and one-colour versions, clear space, a minimum size, favicons and a share card.
Option A
The name alone
LUXD with the sun on the L, and nothing after it.
How it is made
The brand pack’s wordmark, unchanged, with the symbol and the descriptor taken away.
For
- No new artwork: every shape is already approved
- The clearest family logic: a division is the parent plus a symbol and a name
- The quietest of the three
Against
- It has no symbol of its own, so the favicon and app icon would be the Design sun
- At a glance it reads as the Design lockup cut short
Option B
Sunrise
LUXD, then half a sun rising over a horizon.
How it is made
The pack’s wordmark, unchanged, with one new symbol where the divisions carry theirs. The horizon sits on the baseline of the name and the top ray reaches its cap height. The symbol is drawn with the pack’s own ray and disc.
For
- Same grammar as the divisions (name, then symbol), but no descriptor: the parent is the one without a job title
- A symbol of its own for the favicon, app icon and share card
- It is the sunrise the site opens on
Against
- A fourth symbol to look after
- Two suns in one mark, as the Design lockup already has
Option C
Lit D
The sun leaves the L and fills the D.
How it is made
The pack’s letters, with the sun taken off the L’s shoulder and the counter of the D filled with gold instead. No extra symbol: the D on its own is the icon.
For
- The most distinct from Design, Studio and Local
- One piece, nothing beside the name
- The D works as a compact icon
Against
- It changes the wordmark itself, so parent and divisions would no longer share one name-mark
- In one colour the lit counter turns the D solid, as the gold swatch shows
- It gives up the L with the sun, which the brand system treats as the one wordmark
Recommendation: option B.
It is the only one that gives the company a symbol of its own without touching the wordmark the three divisions share. The homepage shows option B until you choose; the links above switch it for your visit.