The Challenge: Initially, my client wanted to use an image of an eye with winged eyeliner and thick lashes as the log image or logo icon. The challenge here was helping Mirav understand this would limit her growth, blend in with all the other beauty and makeup brands and help her understand that using cliché, unoriginal, clip art style imagery would be sending the wrong message about the quality of her services.
The Process: After hours of researching other beauty and cosmetic brands, we came up with the perfect logo for my client. We created a lotus flower shape which represents transformation and beauty. The overlapping strokes create a unique stylized appearance and the thick and thin linework is reminiscent of the way liquid eyeliner is worn and pays homage to my client’s home country where Sanskrit is the written language. This helps the logo feel connected to her target clientele and the symbol tells a story of the unfolding of beauty and culture expressed through cosmetics.
We paired the logo mark with a fluid, yet subtle serif font that makes a satement on it's own while complimenting the thick and thin line variations from teh logo mark. Finally, for the tageline, we used a more expressive script font that is legible and expressive. Makup is an expression in and of itself, so we wanted this logo to reflect that.
The Result: This was the first time a client refused our log work. After a quick follow up to see where we went wrong, our client told us that it felt “too good for her”! She was intimidated by how well done it was. With a sigh of relieve, I encouraged her to sleep on it for a while, to print it displayed near where she works to sort of let the design soak in. After a few days, she called back and was ready to accept the logo and felt she could grow into the brand we created for her. We follow her on instagram and she is absolutely deserving of this logo! Her cosmetics work is stunning and I’m so glad she opted for a logo that is as unique and as beautiful as her work.
