Created by London-based Inventive & Co., the logotype and visual identity for Lucid Inc. borrows from the vernacular and masthead of an Italian newspaper. It adequately reflects their diverse output and design with printed collateral that’s an ad hoc and eclectic range of items, numerous print finishes and materials that capture the studio’s diverse mix of documentary film, advertising, brand and print work. A singular logotype is used in a traditional manner—as a stable element—within a diverse and idiosyncratic mix of papers, images, colors and formats. The solution allows for various aesthetic sensibilities to be adopted across the various components that Lucid uses now and might need in the future.
Saiman Chow’s spoit highlights the eyeglass brand’s colorful limited edition series.