We have created the new brand identity for Lux Capital. Lux Capital invests in emerging science and technology ventures at the outermost edges of what is possible. They partner with iconoclastic inventors challenging the status quo and the laws of nature to bring their futuristic ideas to life.
The most transformative discoveries come from brilliant scientists and technologists who cut across a range of disciplines and often work as a team with folks from other labs. The founding team might blend genomics, biology and big data, or mechanical engineering, robotics and artificial intelligence. It’s the mash-up and the remix of big ideas that lead to even bigger, more radical ideas—sometimes by addition (A + B), sometimes by multiplication (A x B).
The concept for the logo came from this idea. Simply by positioning the name Lux at 45 degrees the ‘X’ becomes a ‘+’, representing this collaborative process between scientists and technologists, as well as highlighting the collaborative benefits between a Venture Capital firm and their client Portfolios.