Luna Logo PNG
A manufacturer of flooring and other home products uses a neutral logo that plays on the brand’s name. The Luna logo features an original design that creates a mood and offers interior solutions.
Luna began in Chicago in 1958, when Turkish immigrant Salamon DeZara, originally from Istanbul, started the company from his apartment on the city’s West Side. Its first product was plastic furniture covers, sold through home visits. Sales representatives brought samples directly to customers, showed the product, and took orders on the spot.
A few years later, Luna added carpet and gradually shifted toward flooring. The direct-sales model remained the same: a representative visited the home, measured the rooms, showed samples, and provided a price that included installation. For decades, Luna’s advertising focused mainly on Chicago’s Spanish-speaking audience, helping the company build a strong local niche.
In the mid-1980s, Salamon’s sons, Morry and Steve DeZara, took over. Morry became president, while Steve served as CEO. In 1997, Luna launched TV ads built around the phone-number jingle “773-202-Luna,” which made the brand known to a wider English-speaking audience. Its main rival was Empire Today, also known as Empire Carpet, founded in 1959 by Seymour Cohen. Like Luna, Empire started with plastic furniture covers before moving into carpets and flooring.
In 2007, with annual sales around $35 million, Luna opened its first retail stores in the Chicago suburbs, including a showroom in Schaumburg. The stores offered thousands of carpet, hardwood, and laminate options. Luna later expanded to Milwaukee, Baltimore, and Boston. In February 2012, Empire Today bought Luna for an undisclosed sum, bringing two longtime Chicago flooring competitors under a single owner while keeping both brands active.
Meaning and History
Brand recognition is high because the logo has not changed much since the company’s founding. It is also easy to remember because it is directly associated with the moon. The company was named “Luna” in honor of the ancient Roman goddess of the moon.
What is Luna?
This is one of the largest flooring companies in the US. Every year, more than 10 million Americans from across the country purchase products bearing the Luna trademark.
1999 – 2007
The first version of the logo was introduced in 1999. It already has an indispensable foundation that persists to this day. The logo is based on a purple circle with a barely visible outline. Inside, it bears the inscription “Wanda Crescent Moon” on the left. On its surface is the first letter of the brand name, “L.” Unlike the other letters, it is purple. The rest of the letters are white. The name uses a classic serif font. All letters are capital, with wide spacing between them. The wordmark looks powerful and progressive. At the same time, the moon’s glow extends to the left side of the circle, brightening it. The circle itself, which frames the emblem and the name, can evoke the night sky.
If you look at the logo’s outline, you may get the feeling it was drawn by hand. Thus, a jagged border is created. Therefore, you can see a reference to a potential buyer here. After all, the logo’s style isn’t ideal, nor are the skills of the person who first decided to repair his house.
The logo’s complex structure made it less aesthetically pleasing on some surfaces.
2007 – today
The first logo redesign took place in 2007. As a result, it has become more concise and minimal in its use of the company’s chosen color palette. Also, as in the original version, the base was a circle, but this time in dark blue. Inside, the moon was on the left, with the brand name written out. In the updated version, the first letter of the word was outside Earth’s orbit. A slightly modified font was used, but the lines in capital letters remained extremely thin. This adds some elegance to the logo. The new logo version also has no serifs. Without the moon glow, the logo is easier to place on a product or use in an advertising campaign.
Font and Colors
For the word “inscription,” we used a classic sans-serif typeface in both the latest version and the original. The letters’ clear, straight lines make the brand name easy to read on any surface. The symbols’ writing style contrasts perfectly with the moon emblem, adding interest for the target audience.
The blue-and-white color palette was not chosen by chance. Blue is often associated with the sky, while white is often associated with the stars. After redesigning it and replacing purple with blue, the logo looked more modern and progressive.