LMUK is the holding company for Nectar (the points awarding scheme). LMUK, through Nectar, collect data on the consumption habits of every card holder nationwide. LMUK’s logo needed to communicate the way they attain and organise this data.

The visual representation of the company name shows the literal ‘mining of data’, with initials decoding down through the word. Around half the population of the UK have a Nectar card.