Phillips Solid State Lighting: Color Kinetics
2008 ReBrand 100 Winners > notable
Industry: Technology - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Color Kinetics was founded by graduates from Carnegie Mellon University in 1997 to launch a patented LED lighting platform. Over that decade, the appeal of energy efficient lighting solutions aligned with the falling costs of LED materials to create one of the fasting growing segments of the lighting industry. Challenge - For years, the primary applications for Color Kinetics technology were color LEDs for architectural lighting. But color applications represented a fraction of the emerging market for white light LEDs in general illumination (GI) applications. Repositioning the company for a leadership role in GI meant reconciling its association with "color" and equity in the "CK" acronym with a broader vision. Strategy - The new identity system features separate colorways for corporate and expressive applications; moderates the impact of "Color" in the wordmark; and introduces a logotype that both references the "CK" monogram and "reads" as a light source when used as a standalone graphic element. Result - The new identity system launched in January 2007. During Q1 of that year, the mark was implemented in the annual report and on the Color Kinetics website. In June 2007, the company was acquired by Royal Philips Electronics for (US) $740 million. Credits: Client: Comdata - www.comdata.com Client Team: Ellen Bossert, Jennifer Jacobs Brand Strategists/Designers: Catapult Thinking - www.catapultthinking.com Art Director: Guido Baratta Designers: Laura Walukevich, Luda Almeida Writers: Mike Mooney, Mike Floreak [back] |
