The visual identity for Segula Customs is rooted in a single, powerful design element: the line. In physics, light is described as the motion of photons, a concept best represented visually by the line. This idea became the foundation of the entire branding system.

The wordmark was inspired by a line pattern featured on Segula’s products. Although the actual lines are straight, they create an optical illusion of curvature. This inspired the custom design of the letter “g”, which mimics the product’s iconic curved form. The typography features strong contrast and a refined, tailored look, mirroring the bespoke nature of Segula’s lighting products.

The visual identity expands this concept through graphics that echo optical illusions and line-based forms. A signature symbol was created by merging two geometric shapes, visually expressing the brand’s tagline: “When luxury and simplicity align.” This symbol represents the intersection of refined elegance and minimalist clarity, reinforcing the brand’s core philosophy.