Luce
Brand Identity
2020
Luce (Light in English) is a project development and construction group established in 1989 in New York City which provides craftsmen and architects for building projects.
Over the years they have collaborated on different types of projects, such as commercial and residential buildings, private building structures, and public spaces in the New York City area.
Concept
The lettering is inspired by the monument in Grand Central Terminal, one of the central points of New York.
The use of black and white colors are designed to create a great contrast in the applications and evoke the concept of 'luminous expansion' as a metaphor for the growth of Luce company.
