Most lighting brands sell the

Most lighting brands sell the lamp. I wanted to sell the moment it turns on.

Lysne is a brand identity where everything starts in darkness and light does the work. The logo reveals itself, the colours warm up, the type fades in like a bulb.

One lesson from the process: I sketched four logo ideas (a sunrise, a window, a flame and the pendant). The simplest one won, because it was the actual product drawn with two shapes.

Full case study with motion and 3D in the project.

Designers, what's the simplest idea that ended up winning in one of your projects?

Check it out