LUX

Light has long been tied to the idea of perfection. LUX is the Latin word for light, but also the scientific unit of illuminance. It measures how much light reaches a surface, and its intensity at the point of focus. As a metaphor, it reflects how focus gives shape to what we see as meaningful,
important or close to perfect.

In this visual identity, light becomes a metaphor for attention.
What we choose to illuminate gains shape, meaning and intensity.

Aim your light.