Designing Brand Guidelines for Lumo Play

Written by: Jocelyne Le Leannec, Chief Design Officer at Lumo Interactive

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Help Lumo Play create a cohesive look and feel to keep the brands image professional and consistent across all mediums. 


We developed the first-ever Lumo Play brand guidelines book to help reach new audiences with an authentic, inviting and consistent voice that is unmistakably Lumo Play.


After eight years as a business, we had a hunch that our need to update the logo and website might be symptoms of a larger issue. We were starting to have trouble choosing the right advertising platforms for our audience, and struggling to articulate our voice for our target audiences.

It was clear we needed to spend some time clarifying Lumo Play’s brand.  To keep the company's image professional and consistent across all mediums, I started working on a book, and set some rules to maintain a cohesive look and feel. The book includes all necessary information about Lumo Play’s brand such as logo formats, layouts, typography, and tone of voice. 


Until recently, the voice of our company has always been the voice of whoever was writing at the time.  Luckily we're all comedians who share a not-so-serious personality, but we still had some pretty major consistency problems.

The first step to defining our brand identity was all about exploring our plans for the future. We discussed what we were planning to offer, and how we might go about putting it into action. We also talked about what makes Lumo Play unique and competitive. All the while, making sure that we analyze our ideas through the lens of our users.

We spoke to parents and teachers the same way that we spoke to a tech business or an AV installer, and that was complicating things. Our home users have different reasons to use Lumo Play than our Pro users. Our task was to separate and adjust our messaging to be more helpful to our two different target customers, while also differentiating us from our competitors.

We sat down with a print out of Kapferers Brand Identity Prism and started filling it in. We did this exercise for both of our products, Lumo Play Personal for our home users and Lumo Play Pro for our enterprise users. 

Later we moved on to a worksheet that I put together to help us really focus in on both products and both target audiences.  The worksheet included a product vision, values,  personality traits, and a series of core message examples to guide Lumo Play’s ongoing communications.


In the early days, the company used to be called PO-MO with a product called PO-MOtion. We later re-named our company Lumo Interactive, and our product Lumo Play. It's a much easier name to communicate to people and it has improved our SEO. We kept the rabbit icon because we love it and it’s easily recognizable.

The guidelines I developed for our logo and identity include color palettes, fonts, placement, and information about the logo structure and specifications.

These guidelines play an important role in the future of our brand development.  Future contributors now have clear instructions and examples showing correct and incorrect usage, which is important in order to avoid poor visual performance and to encourage readability and ease of use.  


Sharing our brand’s message isn’t a one-time thing, and our brand’s work is never really complete. What we're doing now is embracing our brand through all communication mediums and working towards reaching new audiences with an authentic, inviting and consistent voice that is unmistakably Lumo Play.

If you’d like to give your feedback about the project please do! We’d really love to know what you think!