The Fulcrum
The Fulcrum is a visual identity system created for a design company. The system is inspired by the light cone, a spacetime model in physics, and by the gyroscope. The gyroscope symbolizes inner steadiness, while the light cone suggests broad creative possibilities. A color scheme of black, white, and red is used, where black stands for logical thinking, white for pure design, and red for passion. An accompanying poster series is produced with a three-dimensional spray painting process to create layered graphics. Each poster measures 1000 mm in width and 1800 mm in height.
The Fulcrum Visual Design by Shenzhen Lightcone Design Co., Ltd. was selected as a creative representation of communication design by the A' Design Award. The Fulcrum Visual Design won the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2026. The A' Graphics, Illustration and Visual Communication Design Award is a highly prestigious, international, juried design accolade that rewards exceptional design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
