LumiraDx is a point of care diagnostics company founded in 2014 by a group of entrepreneurs with a track record in diagnostics and health IT businesses, including Medisense, Inverness Medical and Alere.[1] The company was based in the UK and developed a diagnostic platform supporting a broad menu of tests at the point of care.[2] In July 2024, Roche completed its acquisition of LumiraDx’s Point of Care technology and began integrating the platform into Roche Diagnostics.[3]
Design and History
The LumiraDx visual identity consists of a flame symbol placed beside the wordmark “LUMIRADX.” A trademark application filed with the United States Patent and Trademark Office in April 2017 describes the mark as “an image of a flame beside the word ‘LUMIRADX’.”[4] A separate USPTO registration for the flame logo alone, filed in 2017 and registered in 2021, describes the mark as “an image of a flame.”[5] LumiraDx’s own product documentation refers to the symbol as the “Flame logo” and identifies both “LumiraDx” and the Flame logo as trademarks of LumiraDx International LTD.[6]
The brand name itself carries a documented meaning. In a campaign developed by the agency 1HQ Global, the agency noted that “with ‘lumira’ meaning light, and light being part of the technology that powers the instrument, this highly relevant concept worked a treat.”[7] The same campaign introduced the strapline “Smarter solutions, better outcomes” to underpin the brand model across packaging and communications.[7]
Meaning and Symbolism
The flame symbol’s connection to the brand name is supported by the documented meaning of “lumira” as light, a concept the agency used to showcase the benefits of the LumiraDx platform and its technology.[7]
Typography and Design
No official documentation in the research identifies the specific typeface used in the LumiraDx wordmark. The USPTO trademark record for the combined flame-and-wordmark mark does not specify a font, and no brand guidelines were available in the research to confirm typography details.[4] The flame logo registration explicitly states that “color is not claimed as a feature of the mark,” meaning the USPTO record does not establish official brand colors.[5]
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