TheBalm - Identity

  • TheBalm
    Re - brand, Corporate Standards Manual, and Stationery System
  • My first internship was for TheBalm, a local cosmetic company in San Francisco. Their brand was characterized by 1950's vintage pin up girls with a hint of attitude. Their goal is to empower women and make them feel fabulous. My decision to re-vamp their logo was a self initiated project. I made better use of the lips and nested them in my hand drawn "B", a symbol for the curviness of the female body. Grey is the primary color instead of pink and black, giving the brand a more sophisticated and mature look. I also chose to use old black and white photographs instead of illustrations.

    The logo was not used by the company.