Aelux came to Untuck for in search of an identity update. Their client base for lighting projects was becoming higher-end and more sophisticated, and Aelux wanted to position themselves as lighting advisors and an expert partner that would offer solutions to specific lighting and energy problems.
We designed a simple wordmark for Aelux that shows the idea of partnership with the custom letterforms. The negative space within the bars of the X works two ways to convey the idea of Aelux as a partner. First, the bars of the X all point to the middle. This represents Aelux meeting clients in the middle, working together to find the solution that makes the most sense for their specific situation. The negative space in the X also forms a plus, which is the perfect symbol to indicate the idea of partnership.
(Work done at Untuck Design with John Saal & Amy Saal)