Founded in 1948 as the British Ceramic Research Association, Ceram has changed over the years. Having started out as testing and certification specialists, they’ve become more involved in consultancy – advising clients on materials development, testing and assurance. They’ve also expanded overseas with US-based M+P Labs, formerly part of GE, and CICS (Complete Integrated Certification Services Ltd).
Seeking to consolidate the group, Ceram invited Grain to unify the companies under one new brand, with a new name and identity reflecting the group’s current offering, rather than alluding to its past in ceramics. We created a more accessible, consumer-facing brand. The new name, Lucideon, communicates a clear vision for a new era: ‘lucid’, meaning insight and illumination, and ‘eon’, suggesting a bright future. A new strapline – Insight Creating Advantage – expresses the notion that Lucideon’s expertise can give businesses a genuine competitive edge.
The visual tone of the identity supports the spirit of the new name and strapline, with a fresh, light colour palette establishing a clear, confident tone. The logotype features a notable motif — the ‘E’ has been transformed to resemble measurement marks, referring to one of Lucideon’s brand values: precision.