Goodmorning Technology created the identity, invitations, signage and screen animations for the See the Light-exhibition at Danish Design Center. The logo is a pun on the exhibitions Danish title; Se Lyset where you, through the use of light, can discover the title in one word. Consequently the logo itself is bit of a puzzle without light, as part of the logo in all printed media is printed on the back of the paper. With light the logo is visible in two shades of black – and thereby makes complete sense.

In the early part of the process we experimented by showing light in all different kinds of illustrations but it ended up looking like bad replicas of light itself, or looking like seen-before overlay RGB logos.

Instead we chose to keep it completely simple, resulting in a unique and minimalistic identity, which in itself is strong - yet embracing - and making room for the exciting visual impressions of the exhibit as a whole.