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 and creates a mood and 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
Visual recognition of the brand is high because the logo has not changed much since the company’s founding. Moreover, it is easy to remember because it is associated directly 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 companies in the US regarding the production of flooring. 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’s basis is a purple circle with a barely visible outline. Inside, it bears a verbal inscription reading “Wanda Crescent Moon” on the left. On its surface is the first letter of the brand name, namely “L.” Unlike the other characters in this word, it is purple. The rest of the letters are white. For the name, a classic serif font was used. All letters are capital, and there is a large space between them. The wordmark looks powerful and progressive. At the same time, the moon’s glow extends to the left side of the circle, making it lighter and brighter. The circle itself, which is the frame for the emblem and the name, can be associated with the night sky.
If you return to the logo’s outline, you may get the feeling that 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 style in which the logo is made cannot be called 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 when discussing the company’s chosen color palette. Also, as in the original version, the base was a circle, but this time in dark blue. Inside it was the moon, located on the left, and a verbal inscription with the brand’s name. The first letter of the word in the updated version 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. Also, the new logo version has no serifs. There is no glow from the moon; therefore, it is easier to place the logo on a product or as part of an advertising campaign.
Font and Colors
For the word inscription, a classic sans-serif typeface was used in the latest version, or with the original. Clear and straight lines in the letters 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 in it. After redesigning and replacing purple with blue, the logo began to look more modern and progressive.