STUART BARNES DESIGN was commissioned to develop the corporate identity and branding for London based communications consultancy Lucid. The objective was to develop a brand that represents the clear, concise and precise communication principles and reputation of the company. We agreed on a minimal and elegant no-nonsense graphic language and designed a striking and unique logo set against clean, spacious layouts with fresh, vibrant colours and clear contrasts. The bold continuous lucid line of the logo runs through all stationery and branded products. It is instantly recognizable and achieves good legibility with economy of means.