Loomee is a book light created by an engineer and book lover who was frustrated with the options available and decided to make the perfect one. Designed to work seamlessly with your book, Loomee attaches to the front and back covers, turning on when you open your book and off when you close it—simple, effortless, and in tune with your reading.

When developing Loomee’s brand identity, we started with the name. Loomee comes from illumination—a perfect fit for a book light, as it not only provides light but also represents clarity and understanding.

The Loomee logo consists of a symbol and a wordmark. The L symbol is a clever blend of an open book, the letter "L," and the shape of Loomee when it’s in use. It’s a simple, timeless mark that reflects both the product and its purpose. The wordmark, loomee, is a custom, sans-serif typeface with soft curves and a geometric feel, making it modern yet friendly.

The brand’s color palette is inspired by the nighttime, when Loomee is used most. A deep, dark blue sets the mood, complemented by a soft purple hue. Loomee also embraces a playful and honest brand voice, celebrating the joy (and struggle) of staying up too late with a good book—because some stories are just too good to put down.