New Logo

After nine years with the same logo, I've decided to refresh our brand with a new logo. If you've navigated to this page, you've already seen it in the upper lefthand corner. Here it is:

If you're interested in the process it took to get here, please click to read the rest of this post.

Because our catalog has expanded so much over the years and we now sell a lot of lighting that does not feature crystal, I felt that we had outgrown our crystal logo, and for some time I'd been looking for inspiration. For those of you new to our brand, here is what the logo used to look like:

Over the summer I was turned onto an IPhone photo filter app called Prisma. It takes photos and stylizes them artistically. To test it out, I input a product photo of one of our most popular fixtures, The Tribeca 9-Bulb Compact Pendant, which looks like this:

One of the filters was called "Mondrian" and it outputted this image of that piece:

This was the eureka moment. If we could figure out a much simpler version of this image, we'd be onto something. Here were some early attempts:

While I thought these images were compelling, they were entirely too complicated to serve as a corporate logo. Our new logo is an abstraction of these images. We hope it will serve us well in the years to come.

If you have any feedback, please feel free to email me at