This is something that's been in the works for a while—a new graphic suitably representative of us:
The 'bug', designed in July 2006.
Previous iterations ranged from clumsy to gruesome.And it goes along with this:
Logotype, designed and refined in 2010/2011.
The typeface, Santana
, is slightly modified.
The 'gfx' plate element is optional/modifiable.So why a cube, or a box? Boxes are common motifs in logo design (and
some much better than others). I find platonic solids interesting, but I could have gone with any of them. I didn't, because there's a personal reason for choosing it (beyond the obvious implications of a three-dimensional form rendered in two): in 1985, I went to Expo 85 in Tsukuba, Japan.
And they had a 3D theater for the Sumitomo Pavilion, with a magnificent, giant yellow box inset into two mirrored facades, creating the illusion of a complete cube:
Brochure of the pavilion.
I never made it into the theater (the lines every time we went were far too long, and there was
a lot to see). But the set up always impressed me.
I've run Coherent Lighthouse since 2004. I think of
Cubelight as its filament, something which lights our way.
