Lumi AI Visual Identity and Mascot Design

Lumi AI is an AI-powered study buddy designed for K–12 learners. It supports children with assignments and guided study sessions—breaking down learning into approachable, step-by-step experiences. Lumi brings together the warmth of a human helper and the intelligence of AI to empower kids with confidence, clarity, and care.

The goal was to create a visual identity and mascot that felt playful, trustworthy, and bright—resonating with children while assuring parents. The process was deeply rooted in the brand’s core values: curiosity, clarity, and encouragement.We approached the identity with the mindset of a child—open, imaginative, and eager to learn. The visual system was shaped by soft, rounded forms and uplifting color choices. Every detail was meant to evoke lightness, positivity, and guidance—just like a good study buddy.

The Lumi wordmark is clean and approachable, but with one standout detail: the dot above the ‘i’ is replaced by Lumi’s mascot head, designed as a stylized half-sun. This decision ties directly into the brand’s name—Lumi, from luminous, meaning light.The semi-circle "sun head" symbolizes warmth, growth, and the start of something bright—perfect for a brand guiding children through the journey of learning. It subtly connects the mascot to the logo while reinforcing the brand’s identity as a beacon of learning.

The Lumi mascot was inspired by the sun—a= symbol of energy, knowledge, and new beginnings. Its face is simple and friendly, featuring a calm expression, rounded features, and a subtle glow. The half-sun shape allows it to sit naturally within the logo, but it also stands on its own across illustrations, app screens, and educational prompts.Designed to feel like a friend rather than a tool, Lumi's mascot brings warmth and personality into every interaction—turning moments of confusion into discovery, and homework into small wins.