In the world of "smart home" technology, we believe the industry has overemphasized the "smart" and not enough of the "home". Our products reflect this with simplicity, elegant design, and the ability to use them to quickly change the aesthetics of your home to match your personal taste. A perfect treatment would capture the trust needed for a technology brand, yet the warmth of the emotional impact of improving your home, and appeal to both men and women.
The main objectives of our new logo design and brand treatment are as follows:
1) A professional image that inspires confidence and trust
2) Projects a company that makes high quality, design-focused products
3) Primary emotional notes: home, comfort, simplicity, welcome
4) Potential secondary emotional notes: calm, security, energy efficiency, advancement of the familiar, light/radiance (but not so much so that it would be restricted to lighting in any way, as other future products are set to go beyond lighting)
5) Can be used in a wide range of assets, including web sites, sales materials, business cards, and more
6) Emphasis on the word “Brilliant”, and would prefer the treatment use just the word Brilliant as much as possible (rather than the full name is “Brilliant Home Technology”)
7) Can be easily translated into an icon and other uses that don’t require the word “Brilliant”, such as an icon for a mobile app or an imprint on a physical device
8) A logo that stands out as innovative and more inviting when compared to logos from other technology smart home companies (Google, Amazon, Nest, Sonos, etc.), or other lighting companies (Lutron, Crestron, Legrand). We are kind of tired of the bold font with blue swirl that seems to permeate the tech industry.
9) A logo that can stand out when positioned in point of sale displays at places like Best Buy, Target, Home Depot, but fit in at retailers such as lighting stores or interior decorators
Our primary customers are existing home owners, looking to upgrade their home experience with smart home products with “ambient” capabilities. This means that lighting and smart home controls can be managed easily by anyone in the room, without the need for a specific mobile app. There are two primary demographic groups in our target audience:
Female, age 25-45 and likely with family, looking to upgrade the comfort and aesthetics of their home. Historically smart home technology companies have not done a great job of appealing to this demographic, yet it remains one of the bigger market opportunities. It is important our brand suggests trust, simplicity, convenience, and delight.
Male or female gadget lovers, age 25-40, looking to add smart home capabilities to their home that do not require heavy configuration or investment. These users have likely made one or more smart home product purchases such as a Sonos music device, an Amazon Echo, a Nest thermostat, a Ring smart doorbell, an Arlo security camera, etc.
In addition to our primary users, there are influencers who will have a heavy vote in the purchase. For example, interior decorators need to approve of aesthetic appeal, family members will insist on simplicity and ease of use, and tech influencers will also play a part.