The Lumon / Severance Brand Experience
By: Cecilia Rodríguez
Does anyone else miss Friday nights Severance?
It's been two weeks since the season finale of The most watched Apple TV series, and as a good fan (and designer), I won't deny that I'm still obsessed.
Part of my fandom comes from the great storytelling behind, but also how each element—shape, object, color within Lumon (the fictional company where the protagonists work)—made me feel.
Let's dive into what makes Lumon not just a great series, but also a brilliant exercise in brand building.
Corporate Control
Lumon's entire aesthetic revolves around a single idea: control.
Its brutalist, unadorned, and completely structured design eliminates any trace of individuality. Nothing is there to inspire creativity or independent thought. Everything is designed for you to obey, not to think.
Emotion: Manipulative Safety
Lumon relies on nostalgia to connect emotionally. It draws on references from the past to make us feel “at home,” with that sense that times were simpler. But in reality, that familiarity comes with a hidden message: comfort can be the most subtle form of control. The same happens with many brands that, without us realizing it, use emotion to influence us.
Contrast: Past vs. Future
The retro coexists with the futuristic. Enormous computers, old keyboards, and rugs seemingly from another era are mixed with cutting-edge technology. This contradiction is not accidental; it creates confusion and reminds us that we are trapped in a system that doesn't quite fit.
Color: Control disguised as harmony
The colors at Lumon aren't decorative; they're tools of control.
Cool whites that impose order, muted greens that suggest calm, and intense reds that mark focal points in processes like “refinement.” Each area is differentiated with its own color code, reinforcing structure and hierarchy within the system. And the blue and white logo conveys authority, as if it were a governmental institution. Nothing is by chance.
Honest, but cold
Unlike many current brands that strive to appear approachable and friendly, Lumon doesn't try. It's rigid, unfriendly, and makes no pretense of hiding it. Its outdated systems, its focus on order over creativity, and its visual coldness make something very clear: Lumon knows what it is and communicates it without filters.
Final reflection: Experience as a brand asset
Severance Demonstrate that a powerful brand is not built solely on visuals.
When every design decision responds to a clear idea, something much more valuable is created: a cohesive experience that generates memorability, positioning, and emotional connection with people.
And that connection felt strong in Gerund. From putting the playlist from “refinement” as we worked, to designing our own version of the Lumon logo (Charly’s artwork), Lumon infiltrated our routines, our Slack conversations, and even our creative processes.
