Being a company with broad appeal across various different market segments can be great, but it can also be challenging from a brand perspective. Oftentimes what will most appeal to one audience can possibly alienate another. This was the exact sort of tightrope we had to walk when helping Comet, a new company in the outdoor lighting space, design their brand.

We had to come up with a name, tagline, logo, and visual identity that could work across commercial, residential, and holiday lighting market segments. It had to be professional, yet not be too cold and corporate. It had to be friendly and inviting, yet not too juvenile.

As we looked across the market, we noticed many lighting companies making use of similar color schemes and visual motifs. We landed on the name Comet, and a spacey celestial theme for the whole brand, as no one in this space was using this sort of iconography.

The name Comet also had the advantage of not only working for standard commercial and residential jobs, but could also be nicely leveraged for the holiday lighting side of the business. Since it subtly alludes to Comet the reindeer, this meant that the name could more easily become sticky without relying on any Christmas terminology that would be inappropriate in the off-season.