01 · The ask
A brand launching into one demanding market, refusing to be boxed by it.
It starts in one high-stakes sector, but the ambition runs wider: robotics, aerospace, mobility. The founders needed an identity that could expand without a redesign each time.
- Role
- Independent · identity + website
- Team
- Direct with the founders
- Timeline
- 2026 · website in production
Lumin: light. Forge: to shape, to build, to make.
Engineering guided by precision and clarity
02 · The mark
No clichés. No gears. Light, through negative space.
Clean geometric forms converge, and where they meet, a source of light appears in the negative space. The mark takes the place of the O in Forge; the light sits inside the name.
The mark: light held in negative space
02.1 · The lockup
Primary lockupThe mark sets as the O in Forge
03 · The system
One language, built to outgrow its first industry.
From the mark outward: an 8-axis construction grid, the IBM Plex family (condensed for display, mono for the technical voice) documented in full guidelines, so the identity behaves the same in every hand it passes through.
03.1 · Colour
Primary
The primary palette forms the foundation of the LuminForge identity and should be used across core brand assets, communications and key touchpoints.
Secondary
The secondary palette supports the primary colours by providing flexibility, contrast and hierarchy across print, digital and environmental applications.
03.2 · Type
Display
IBM Plex Sans Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
BoldSemiboldMedium
IBM Plex Sans Condensed is used for display applications where impact, hierarchy and space efficiency are required.
Headlines · Section titles · Large-scale typography · Callouts · Signage · Product markings
Primary
IBM Plex Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
SemiboldMediumRegular
IBM Plex Sans serves as the primary typeface for all communication, providing clarity, consistency and readability across digital and print applications.
Body copy · Long-form content · Documents · Presentations · Website content · Product documentation
Technical
IBM Plex Mono
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
SemiboldMediumRegular
IBM Plex Mono is reserved for technical information and system-level communication.
Product codes · Specifications · Measurements · Technical annotations · Data points · Navigation labels
03.3 · Applications
04 · Still forging
Work in progressThe website is being forged right now.
The identity's first big test is its own home. I'm designing the LuminForge website end to end: UX strategy first, then mobile-first UI, with desktop currently on the anvil. This page will grow as it ships.