The New Filament of Coherent Lighthouse…

This is something that's been in the works for a while—a new graphic suitably representative of us:

The 'bug', designed in July 2006.
Previous iterations ranged from clumsy to gruesome.

And it goes along with this:

Logotype, designed and refined in 2010/2011.
The typeface, Santana, is slightly modified.
The 'gfx' plate element is optional/modifiable.

So why a cube, or a box? Boxes are common motifs in logo design (and some much better than others). I find platonic solids interesting, but I could have gone with any of them. I didn't, because there's a personal reason for choosing it (beyond the obvious implications of a three-dimensional form rendered in two): in 1985, I went to Expo 85 in Tsukuba, Japan.

And they had a 3D theater for the Sumitomo Pavilion, with a magnificent, giant yellow box inset into two mirrored facades, creating the illusion of a complete cube:

Brochure of the pavilion.

I never made it into the theater (the lines every time we went were far too long, and there was a lot to see). But the set up always impressed me.

I've run Coherent Lighthouse since 2004. I think of Cubelight as its filament, something which lights our way.