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Defenders of Lighting Identity – 1

Defenders of Lighting Identity 

Light Identity Design as a Service


What exactly is brand identity? 


What does it have to do with lighting design? 


And how do you create a brand identity without a designed lighting scheme? 


Branding is a long term process including a combination of various aspects.  For a brand, one of the key elements is to define a strategy and feeling about the architectural environment presented as a part of the services given.  From the retail sector to hospitality, from individual spaces to chains in large numbers, national or international, even to the cities itself.

Here, light is the fundamental layer and hidden advantage. Lighting design is a key aspect that communicates directly about the values of any particular brand. The use of light as a branding tool deepens a brand strategy. Do we use it? / How do we use this advantage? 


What do we ‘lighting designers understand from the term ’brand’? 
A brand in its the term what we think when we hear a name. But we as lighting designers have a different way of approach; we generally start thinking of adjusting and balancing the light levels, contrast, scene, visual distraction.   We understand the final visual image of how the light will interact with the color/texture/space. Even sometimes we see nothing but light.

We are ‘The defenders of Brand Identity for our Built Environment’


Communication with Light 
‘Brand communication influences the stakeholders of the company. The stakeholders include employees, customers, investors, and sponsors as they are attached to the brand in the most integrated manner and it is the prime duty of the management to have a communication with them on regular basis about the issues and important matters of the brand. It works as the voice of the brand that strengthens the relationship with the  stakeholders on a long-term basis.’  


The duration of the effect
We can assume that a change in the identity that lasts over 20 years. Because it presents a behavioral change. Change the way of working and communicating. Within a brand perspective, it is similar to creating a corporate brand identity through the generations.


Advantages of good Brand Communication
Lighting today is used as another way of communication and interaction. 70% of all our perception is visual, so let’s make the most of it using this opportunity and tool. ‘Lighting’ is one of the most important and economical ways of emphasizing the visual environment. Which companies try to express this with the combination of the architectural environment as it offers as a brand


A good brand communication;


1-Creates an Impact, 


2-Makes you an authority, 


3-Creates uniqueness, 


4-Improves loyalty,


5- Develops the market. 


In fact, as lighting designers, we dedicate our time and energy to our customers for the design and development of their branding – ‘their communication with light’. 


We carry out this close communication from concept to commissioning whether it is a singular space or one of the branches. When you bring lighting design into the branding, it helps to enhance the reputation by presenting a consistent image. Lighting impacts every aspect of experience and reinforces a perception.



A lighting strategy 


We know that the wrong way of lighting creates a miserable atmosphere.  So we should define what is needed and what to avoid. This we can call a ‘lighting strategy’ 


We define and tailor the lighting strategy unique to the particular brand. 

We are responsible for the visual image making sure that the project is just the way that the design team imagined. This strategy is briefly a mixture of; understanding the brand’s need and message, unifying concept design, efficient (total (min) carbon footprint)-affordable and sustainable specifications, documenting, procuring, fine-tuning, reporting -creating a brand history about lighting.

Understanding what the brand achieves with the acceptance of designed lighting is, in fact, is a new journey. We should turn this into excitement to overcome resistance at different levels. We need to make it as easy going and smooth as possible in terms of changing the old habits.  Example of a strategy booklet for a particular brand.  


Our history for the lighting design for brands started working with Mars Entertainment Group. 

Here you can find some of our selected projects that are provided as ‘Lighting Identity Design Development’ service for; Bimeks (electronic retail chain), MACFit (gym chain), Cinemaximum (cinema chain), Beymen (high-end retail chain), Boyner (high-end retail chain), Kahve Dünyası (coffee shop chain).


A new approach for new generations 

“Energy-efficient lighting” was a common approach/terminology, which was used by the clients to describe what they want from the end product.

But what is the term energy-efficient and why it is not the main aspect of 2020?

More than %90 of ‘energy efficiency’ goals are reached from the day it became a paradigm change since the 1960s. Since then lighting manufacturers have dictated lighting configuring with what they already have, with a limited product range, with the standards defined in laboratories 40-50 years ago, This hasn’t changed for over twenty years.


The question should not be “We would like to change the old lighting” now.  It should be ‘Let’s enhance our customer experience.” For that, we need to educate our customers.


When light and branding work together well, people can easily differentiate one from the other brands without realizing it. Lighting and branding represent creating a perception in someone else’s mind. Branding is not just about a logo and how something looks on a screen. The light and brand tie-in and have resonance when it reinforces a customer’s complete experience. It is always the finer details. A brand cannot ignore them. 


Lighting designers manage brands through their knowledge of how light behaves and integrates into our built environment. 


Lighting designers are crucial for brands to defend their identity  



Korhan Şişman / Planlux, 2019 

Author


Korhan Şişman

Korhan Sisman

Lighting Designer, IALD, Founder @planlux Interior Architect and Environmental Designer He is focused on development of lighting design management processes and light identity design development for custom brands.