With Lumen we made a promise: see the web in a whole new light. Lumen stands for surfing the web without wondering what is lurking in the shadows. The play with light/shadow and good/evil and Google/Lumen was a red thread throughout the entire branding process.
Latin: daylight, opening
Old name: Cliqz (Lumen was launched independently in a “House of Brands” architecture)
The name was a result of the creative leitmotif: seeing in a new light. Lumen means daylight and opening and the founders loved the idea of contrasting the dark sides of the web with the light that lets you see.
We were able to secure the lumenbrowser.com domain and registered the trademark with the EUIPO.