Advancing Light

SCALE by LEDVANCE SPEAKING BRAND RIGHT

Powerful brands win the industry game not with a single, beautiful product, but with entire product portfolios that are not only coherent, but also embody the values of the organisation and are aligned to their visual brand tonality.

In close, interdisciplinary collaboration with LEDVANCE, a world leader in innovative lighting products and smart lighting solutions, Phoenix Design developed a design strategy that takes the very expression of the visual brand into 3-dimensional product-appearance.

The resulting visual brand language – SCALE – is a design system that will allow maximum flexibility in application, yet ensure consistent brand tonality for all future products to come.

DESIGN MEANS EMBODYING THE ESSENCE

Explore. Research. Analyze. Envision. A great design language harmonizes with written and unwritten values of our client. SCALE embodies the soul of LEDVANCE unifying the brand values with the company’s living culture and ambitions of its people. The future is bright: and SCALE will be there, with you, across all scales of life reshaping the lighting industry by creating simply better basics.

DISTINCT BORED BY THE ORDINARY? THIS SHOULD HELP.

Just because it’s a professional luminaire it doesn’t mean that it has to look boring and generic.
With the distinctive SCALE design language by Phoenix Design, customers can immediately recognize trusted LEDVANCE quality. The design hallmark scales consistently across their entire product portfolio to create coherent, comforting assurance that this very product is an original LEDVANCE product that is easy to install and use in any environment.

IMPULSIVE FORGET THE LORD OF THE RINGS. SCALE HAS SO MANY MORE TO FIGHT THE DARKNESS.

Fighting bad light requires optimistic energy and a bright outlook.
The circular picture mark at the heart of each product signifies new beginnings and LEDVANCE’s courageous spirit of invention. Every LEDVANCE product represents their mission to break new ground and transmit the positive message of light for all, across all scales.

BROAD NO CLOUDS. BUT MORE SILVER LININGS THAN YOU CAN COUNT.

The SCALE design language tells a story of wide reach and broad perspectives: nothing less than light for all industries, all people, all areas of life. The radiant and dynamic symbol of the LEDVANCE circular picturemark is visually extended and scaling into expanding diagonal lines reminiscent of shallow radial curvature in perspective. The left to right direction of the rising lines signals the company’s smart, positive, open mindset reaching out towards broad, new horizons of opportunity.

HONEST LOOKS LIKE AFTER A FACELIFT. ONLY IT NEVER NEEDED ONE IN THE FIRST PLACE.

Together we created simply better basics: not lofty pieces of art but beautifully crafted tools for trade that are easy to understand and great to use. The energetic brand elements are embedded in soft and integrated frames based on basic circular geometry to represent the honest, human and refreshingly approachable nature of the brand, and products that are made by real people for real people.

SENSUOUS RUBBING IT BRINGS GOOD FORTUNE. IT FEELS GREAT TOO.

The products not only look like LEDVANCE, they really feel like it. Because of the brand transformed into a visual and haptic experience that carries the same DNA as LEDVANCE.

FLEXIBLE THIS IS OUR FUTURE VISION OF CANDLES AND YOGA.

Great corporate product design is flexible without sacrificing choice and character.
The SCALE design language adapts flexibly across all product categories and areas of deployment. In countless iterations our team of designers have worked on design elements that can be scaled up and down without sacrificing the brand-typical expression of the product. No matter how you combine the many types of trade luminaires – they all match each other perfectly.

ATTENTIVE NO DEVIL IN THIS DETAIL. JUST A CLEVER IDEA.

SCALE makes life easier. The design language is not just about coherent appearance, but about simplicity of use. While developing, our team of designers, engineers and product managers have come up with a range of simple, but clever, brand-typical details that make a big difference for all who work with LEDVANCE products. Using material and colour, they guide users towards special functionality and interaction.

PASSIONATE CALLING SOMEONE A NERD ISN’T NICE. BUT WE SIMPLY CAN’T HELP IT.

SCALE is not the product of random, creative whims – it’s what comes out when you put a bunch of lighting nerds in one room.
For months, our interdisciplinary team of designers, engineers, marketeers and product managers have systematically ideated, sketched, prototyped, revised – and obsessively refined countless variations of designs, until it really felt like LEDVANCE. The resulting SCALE design language is a statement of our commitment and passion to provide our customers with simply better basics in lighting.

FEASIBLE TOUGH LOVE IS NOTHING DIRTY. IT’S HOW DESIGNERS AND ENGINEERS COLLABORATE.

What good is a design system if it cannot be implemented?
While using state of the art 3D software accompanied with physical models to create SCALE design language, designers and engineers constantly challenged each other to make sure that the designs are not just beautiful on paper but also feasible in regards to construction and manufacturing.

#SCALEDESIGN

#SCALEDESIGN
Video made by Phoenix Design
Design modelling
Design modelling
Design modelling

DESIGN MODELLING EXPERIENCING FEEDBACK BY THE OBJECT

Though it’s easy these days to generate photo-realistic images, nothing can replace a prototype than can be experienced haptically, in order to really comprehend the multiple layers of a product experience in all its complexity. Only in this way, interaction with the product can be experienced and evaluated in the proper context as well as aesthetical shapes and solutions can be discovered. It’s our workshop where context, brand, form, materiality, and interaction meet the claim to perfection and execution – and where the first prototypes of SCALE emerged.

Ledvance Advancing Light

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Silvia Olp

Silvia Olp

Head of Communications

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