A woman wearing a yellow T-shirt, white skirt, yellow sneakers, and a white helmet is riding a white electric scooter with a red seat. The scooter has the word "Lumi" written on the side. She is moving past a yellow and gray wall, and the background shows motion blur with overlaying white cursive text that says "Lumi" multiple times.

Lumi

Haojue set out to create a new scooter inspired by the timeless appeal of the Italian Vespa, blending classic styling with modern engineering. My role was to design a wordmark that felt premium, elegant, and distinctly Italian while complementing the scooter's contemporary form. The challenge was finding the right balance between heritage and performance. Creating lettering that conveyed sophistication without feeling overly decorative or nostalgic.

Close-up of a white scooter with black rubber boots, showing the side and rear. The scooter has a "Lumi" logo on the side and rear. The background shows water splashing, indicating movement or wet conditions.

Following extensive research and dozens of iterations, the design evolved significantly through client feedback. The resulting wordmark strikes a balance between classic script elegance and modern precision, becoming a defining element of the Lumi's identity. Today, the logo has been applied to more than 30,000 scooters across China and was later adopted by Suzuki, Haojue's parent company.

A white electric scooter with a maroon seat, displayed against a light gray background with the words "Elegant Model" and "Color" in large text.

Check out the Lumi here

A smiling woman in a yellow shirt and white pants sitting on a white and red scooter against a pink background with the word 'Lumi' in silver script.
Collage of images showing various scooters and a girl riding one, wearing a helmet. The scooters are in different colors: pink, cream, and teal, with the word 'Lumi' written on some of them.
Close-up of a vintage Lambretta scooter with a white body, a red seat, and a silver handlebar.
A woman standing beside a white electric scooter with a maroon seat against a pink background.