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Building Aleron’s Family of Brands

Just a couple of weeks ago, the identity systems for Lume and Acara launched, completing yet another step in our comprehensive rebranding of the Aleron family of companies. (Check out the work we did with Aleron itself and Broadleaf, previously.) We are excited to present this family of logos as a unit with a common typeface and complementary color palettes. At the same time, each logo has a unique brand mark and set of lockups developed to embody the services and solutions provided by each company.

Lume Strategies provides custom-tailored IT consulting solutions to small and midsize businesses. Inspired by the reflection of light in a prism, the identity conveys the agility, customization, and speed that is critical in the work Lume brings to its clients. As a trusted partner with a comprehensive understanding of the unique needs of each business it works with, Lume enhances and propels IT departments forward.

Acara is a global talent and recruiting company with a mission to connect people and businesses in ways that change lives. Offering a suite of services from contingent staffing to executive search, Acara represents a people-first solution to sourcing skilled talent. The Acara brand was built to demonstrate this connection. The bold “A” brandmark represents stability, balance, and partnership, with two shapes supporting one another to form a grounded triangle in a perfect fit. The upward motion of the bar on the left represents Acara’s commitment to solutions that foster momentum and growth.

We have been working with Aleron on these identities for more than a year, and it is so exciting to look back and see the progression of the work through each logo system and to finally see the entire family together. This was a particularly important project for me as a designer, and I enjoyed the challenge of developing each identity as a standalone piece while keeping the vision of a cohesive family of brands front of mind. We are at work applying the identities to a variety of print and digital materials and look forward to sharing more work for Aleron in the near future.