TheBalm - Identity

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Created: 02/01/11
Last Edited: 11/19/12
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Description
TheBalm identity was a self initiated project (not realized) to make better use of the lips in the previous logo as well as make it more sophisticated and feminine.
  • TheBalm
  • 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.

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