The Limelight logo is an evolution of their previous mark. With utmost simplicity, it conveys the brand’s mission. A highly focused laser beam explodes with a spark of energy that will lead the steel industry forward. Balancing vertical symmetry with horizontal asymmetry, the logo lights the way for a zero carbon future.

The primary typeface is Union, chosen for its crisp lines and excellent legibility at any size. Industrial but utilitarian, Union brings a friendly accessibility in explaining the hard science involved in Limelight’s steel production process.

The color palette is anchored with a serious minded navy blue. But stodgy it is not. Bursts of bright neon add light in every sense of the word throughout the brand system. Reflecting the energy and newfound ingenuity inherent to the Limelight brand.

Clean blueprint-style technical illustrations speak to the complex mechanics of steel manufacturing. The simple drawings communicate in an undaunting and approachable way.

Alongside vignettes of the legacy industrial landscape, photos were shot at Limelight’s Oakland facility. The photos give a close up, behind-the-scenes look at their unique steel making process. The mix of the ore’s gritty texture and the laser’s clean piercing light create a healthy dose of visual drama.