ERCO’s ’Light not Luminaires’ philosophy is present everywhere within the company, it sets ERCO apart in an industry that is essentially product and technology focussed. This ’Light not Luminaires’ philosophy provides an underlying culture of functional minimalism that is present in all the ways they express themselves; the way they suggest their product be used, ERCO’s showroom and trade fair designs, ERCO’s technical innovations and optical systems, the graphic design and corporate identity of their print and digital platforms, and of course the products themselves.