Branding Change Pilot

on APRIL 7, 2025 - 2 MIN READ

Over the past few days, we have been rolling out a new logo and name attached to it, which could eventually replace our current branding for Lumin. Upon launch, we got mostly negative feedback from our users. They expressed dislike towards the logo, and for some the name as well. We have published this article as a way to possibly get even more feedback on our upcoming brand changes, and end with a product that our users and staff can agree on. For now, this change will be temporary and may not last if we don't get enough support from the community or staff to push the changes.
Motivation Behind the Change Initially, our team thought that 'Lumin Labs' was a great fit for a name. 'Lumin' is the greek root for light, which represents our innovations; 'Labs' is an expression of how we experiment with new technologies with our innovations. Meanwhile, 'Axiom' represents trustworthiness, precision, and clarity. We believe that this aligns much more with our beliefs going forward. Instead of abandoning projects, for example, we want to become more trustworthy instead and offer support and help where it is needed. Logo Design Concepts We currently have developed three logo design concepts that are able to be used publicly:

The original concept was the one displayed before the rollout, which most users may not have seen. Concept 2 was displayed on the rollout, which is the one that did not get very good feedback. After some recommended changes, we now have ended up with Concept 3. Why Our Previous Branding Didn't Stick Our previous branding, being 'Lumin Labs' didn't stick because it no longer matches our goals and what we want to represent anymore. Instead of being actively competitive in the development space (being the light), we instead want to focus on our community and growing it. Along with this, many organizations with similar goals as us already exist under the same name, which was another motivation for us to change the branding.

And as for our logo, we obviously didn't keep it due to the name change pilot. It looked good for a while, however, some people started to catch on to its similarity with the Linux Mint logo, which it was inspired from. Our community liked it, so we took aspects from it in order to design our new concept logos for the pilot. What We Need From You In order for this rebrand to go successful, we need to gather feedback on our logos and name to appease the masses. If you are reading this article, make sure to vote in the polls in our Discord when you finish. We understand that these changes might be frustrating, but it's simply a part of any community's lifetime. We are still relatively small, so there is plenty of room for major improvements like this. Thanks for reading! - written by James