Color Kinetics upgrades its identity

The new logo

Color Kinetics Inc. said today it has rebranded itself with a new corporate identity to "better match its leadership position."

In the caffeinated lexicon of the marketeer, that means the Boston company that sells lighting fixtures has a new logo.

"More than just a logo, our new corporate identity is the outward expression of our holistic growth and change," the company said in a statement that noted that the corporate identity's debut coincides with its 10th year in business.
.
Color Kinetics doesn't sell just any lighting fixtures; it sells light-emitting diode systems, or LED systems.

A decade ago, LED technology was met with skepticism; today the technology is used to light some of the most prominent structures in the world, according to the company, and a new corporate identity was needed to reflect that change.

On the company's website, chief executive Bill Sims discussed the new corporate identity in a question-and-answer format.

In addressing the question "What is the meaning of your tagline - 'Transform Your World'?" Sims replied: "Our story is not about selling light fixtures. It's about putting tools and technologies into the hands of creative thinkers who quite literally transform environments with light."
(By Chris Reidy, Globe staff)