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 new brand identity 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.