R. Lüscher is the historical name associated with the Swiss precision machinery company now operating as Lüscher Technologies AG. The firm traces its origins to 1946, when Gebrüder Lüscher KG was founded in Obstalden, Canton of Glarus, manufacturing offset centrifuges, vacuum frames and exposure lamps for the graphic industry.[1] Over the decades, the company became known for high-quality precision devices for the electronic imaging of offset and flexographic plates, as well as textile and screen printing.[2]
Design and History
The company’s visual identity underwent a significant change in 2016, following its integration into the Heliograph Holding in 2013.[1] The management of Lüscher Technologies AG decided to redefine its corporate design by bringing it in line with the corporate identity of the Heliograph Group. This included adapting the holding company’s colors for the company logo, along with a redesign of all product brochures and a new web appearance.[3]
Despite this rebranding effort, the core company logo and existing product brands remained largely unchanged. They were instead embedded into a clearly defined color and typography system with a high-quality image concept.[4]
Meaning and Symbolism
The 2016 brand identity work established a documented color system for the company. The primary color, petrol, was chosen to reference the color of light-sensitive emulsions typical in the prepress industry, which are used for exposing printing plates. The primary color blue was described as an essential and characteristic feature of Lüscher’s product design. Secondary colors, red and four gray shades from anthracite to light gray, were assigned supporting functions.[4]
Typography and Design
The brand identity system adopted Eurostile Next as its typographic foundation. This is the version of the typeface redrawn and extended by Linotype, based on the original 1962 design by Aldo Novarese. The new version references the original metal typefaces and the mid-century modern aesthetic, characterized by square letters with subtle curves.[4]
In a later web redesign, the existing petrol tone was retained and paired with a new bright yellow accent color. The design also introduced key visuals composed of many dots, referencing the underlying dot raster of printing plates.[5]
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