Based in Los Angeles, Lucid Global Partners is a global advisory firm comprised of young, seasoned, executives and directors specializing in business development from seed to maturity. Founding partner Virgil Hollins approached us, as he has on numerous occasions for his other ventures, to develop a brand identity that would convey the essence of LGP - Clean, modern youthful while still retaining an image of solidity and "lucidity." Our approach as always, has been one of careful study and exploration of font treatments and compositions. We liked the three letters - lgp and felt that they could contribute to a memorable and balanced logo design. We felt the red background and white letters lend themselves to a timeless and more youthful design, while the serif font used in the word type is a juxtaposition of the mature side of the business.