Ku lighting logo branding project design with Newton Print


SWS are specialists in architectural ironmongery and lighting. They wanted to give these two ranges their own distinctive brand identity and asked us to conceptualise names, logos and brand guidelines. The logos needed to be versatile enough for on-product application yet still be recognisable under the SWS umbrella.


We produced concepts for our client based on a number of criteria:

  • Short, catchy names which could be prefixed to sub-ranges (such as KuLighting, DoreHardware etc)
  • Inclusion of the 'umlaut' (dots above the vowels) to hint at German quality
  • Rounded, unobtrusive font to tie in with existing SWS branding and create a modern, clean visual
  • Basic colouring


"We were absolutely blown away by the initial Ku branding project that your team created for us. Then when you created the Dore brand, we knew you'd blow us away again, and you did! We've now got two excellent sub-brands which have had immediate presence from our clients who perceive them as mainstream luxury standalone brands - exactly the result we were after!"