The new company LEDVANCE is an OSRAM carve-out. Since July 2016, LEDVANCE has been responsible for developing and marketing OSRAM’s general lighting portfolio. We developed a global branding system based on the brand core "Advancing Light." Our goal was to create a symbol that allows the greatest possible flexibility in design while illustrating the great variety in light. Our idea: we thought about the logo from an animation perspective and saw light as a pulsing element. The result is a design that thrives on contrasts: it can be loud or soft, simple or complex.