Luxium Solutions

Saint-Gobain crystals is/was a science-driven company with origins tracing back to the first major scintillation crystal manufacturer, in the 1930s.
The challenge: A visual and verbal rebrand that captures the foundation of S-G’s storied history, the gravity and specificity of applied materials science, and the forward-thinking mindset of a technology company that solves unique customer problems with high-quality solutions for radiation detection and photonics applications.
As a branding firm, it may surprise you to know that we, at Tailfeather, were not well-versed in scintillation crystals, photonics applications, or the wide world of applied materials science. Fortunately, internet research is a thing. Before long, we had a sense of the industry and market, and were able to workshop a bevy of naming and design options.
The mandate: Attract and resonate with venerable, blue chip OEMs (Original Equipment Manufacturers). Speaking of blue chip, they preferred a blue and white color palette. Enter: our combo of light waves and a shield to represent global protection, with a hint of forward motion of an iconic cog-wheel.
The Priorities: Science Driven; Customer Centric; Cutting Edge.
Enter: “LUXIUM Solutions,” a name with symmetry and flow, the strength of a closed sound (i.e. ending “Luxium” with a consonant and not a vowel) and the prestigious connotation of “luxury.”
Combine shield and sound, and Luxium’s “L” suddenly had a place to sit — in the driver’s seat of our logo, and their industry. We couldn’t be more proud of Tailfeather’s creative team, and thrilled with the level of enthusiasm our client brought to the table throughout the process.