Lumo Minimalist Logo System
Budget: £250 – £1,000 GBP
Lumo – Brand & Visual Identity Brief
Project Overview
I’m building Lumo, a modern orthodontic platform for general dental practices.
Lumo is not just an aligner product—it’s a complete system that helps dentists deliver orthodontics more simply and efficiently through:
Clear workflows
Remote monitoring
Reduced chair time
High-quality outcomes
We need a premium, scalable visual identity that works across both:
Dentist-facing materials (primary)
Patient-facing marketing (secondary)
Objective
Create a clean, modern, and flexible brand system that can grow with the business.
The first phase includes:
Logo system
Visual identity direction
Foundational brand assets
Brand Direction
Lumo should feel:
Minimal and modern
Clinically credible but not cold
Calm and confident
Premium but accessible
System-led (not cosmetic-led)
Important
This is NOT:
A typical dental brand
A cosmetic “smile makeover” brand
A playful or gimmicky identity
Logo Direction
The logo should:
Be primarily typography-led (wordmark: “lumo”)
Avoid literal dental references (no teeth, smiles, braces)
Feel clean, balanced, and modern
Work across digital and print environments
Style Preferences
Lowercase “lumo” preferred
Soft, slightly rounded sans-serif
Strong spacing and simplicity
Optional subtle abstract mark (not required)
Colour Direction
Core palette should be:
Blue / navy (primary trust colour)
White (clean base)
Optional accents:
Soft lavender or light blue
Overall feel:
Clean, soft, modern—not overly bright or clinical
Where the Brand Will Be Used
The identity needs to work across:
Website & landing pages
CRM / internal tools
Presentation decks
Marketing ads
Social media
Future mobile applications
Deliverables (Expanded Package)
1. Logo System
Primary logo (horizontal + stacked)
Icon / favicon / app icon
Black, white, and single-colour versions
Responsive variations
2. Brand Guidelines (Lightweight)
Logo usage rules (spacing, sizing)
Colour palette (HEX/RGB)
Typography recommendations
Do’s and don’ts
3. Mood Board
Visual direction (imagery style, UI feel, tone)
Colour application examples
Typography feel
This is important to align on the “look” before scaling
4. Landing Page Concept (1 page)
A simple homepage mockup showing:
Hero section
Messaging style
Layout and spacing
How the brand works in context
Doesn’t need to be coded—just design
5. Marketing Ad Concepts (2–3 examples)
Simple ad visuals showing:
How Lumo appears in paid social
Typography + imagery usage
Tone of messaging
Acceptance Criteria
The work will be approved when:
The logo is clear, legible, and distinctive at small sizes
The identity feels modern and premium (not generic dental)
The system works across both dentist and patient contexts
All files are delivered in editable formats (AI, SVG + PNG)
The overall brand feels scalable beyond just aligners
File Requirements
AI / SVG (vector files)
PNG exports
Basic organised folder structure
Creative References (Style Only)
We like the feel of:
Apple (minimal, premium)
Aesop (clean, understated)
Invisalign (clinical but modern)
Working Style
We’re looking for:
A designer who can think beyond just a logo
Someone who can interpret brand direction, not just follow instructions
We’re happy to:
Review early sketches
Provide feedback quickly
Move fast toward final delivery
Project Overview
I’m building Lumo, a modern orthodontic platform for general dental practices.
Lumo is not just an aligner product—it’s a complete system that helps dentists deliver orthodontics more simply and efficiently through:
Clear workflows
Remote monitoring
Reduced chair time
High-quality outcomes
We need a premium, scalable visual identity that works across both:
Dentist-facing materials (primary)
Patient-facing marketing (secondary)
Objective
Create a clean, modern, and flexible brand system that can grow with the business.
The first phase includes:
Logo system
Visual identity direction
Foundational brand assets
Brand Direction
Lumo should feel:
Minimal and modern
Clinically credible but not cold
Calm and confident
Premium but accessible
System-led (not cosmetic-led)
Important
This is NOT:
A typical dental brand
A cosmetic “smile makeover” brand
A playful or gimmicky identity
Logo Direction
The logo should:
Be primarily typography-led (wordmark: “lumo”)
Avoid literal dental references (no teeth, smiles, braces)
Feel clean, balanced, and modern
Work across digital and print environments
Style Preferences
Lowercase “lumo” preferred
Soft, slightly rounded sans-serif
Strong spacing and simplicity
Optional subtle abstract mark (not required)
Colour Direction
Core palette should be:
Blue / navy (primary trust colour)
White (clean base)
Optional accents:
Soft lavender or light blue
Overall feel:
Clean, soft, modern—not overly bright or clinical
Where the Brand Will Be Used
The identity needs to work across:
Website & landing pages
CRM / internal tools
Presentation decks
Marketing ads
Social media
Future mobile applications
Deliverables (Expanded Package)
1. Logo System
Primary logo (horizontal + stacked)
Icon / favicon / app icon
Black, white, and single-colour versions
Responsive variations
2. Brand Guidelines (Lightweight)
Logo usage rules (spacing, sizing)
Colour palette (HEX/RGB)
Typography recommendations
Do’s and don’ts
3. Mood Board
Visual direction (imagery style, UI feel, tone)
Colour application examples
Typography feel
This is important to align on the “look” before scaling
4. Landing Page Concept (1 page)
A simple homepage mockup showing:
Hero section
Messaging style
Layout and spacing
How the brand works in context
Doesn’t need to be coded—just design
5. Marketing Ad Concepts (2–3 examples)
Simple ad visuals showing:
How Lumo appears in paid social
Typography + imagery usage
Tone of messaging
Acceptance Criteria
The work will be approved when:
The logo is clear, legible, and distinctive at small sizes
The identity feels modern and premium (not generic dental)
The system works across both dentist and patient contexts
All files are delivered in editable formats (AI, SVG + PNG)
The overall brand feels scalable beyond just aligners
File Requirements
AI / SVG (vector files)
PNG exports
Basic organised folder structure
Creative References (Style Only)
We like the feel of:
Apple (minimal, premium)
Aesop (clean, understated)
Invisalign (clinical but modern)
Working Style
We’re looking for:
A designer who can think beyond just a logo
Someone who can interpret brand direction, not just follow instructions
We’re happy to:
Review early sketches
Provide feedback quickly
Move fast toward final delivery