This project was for a Brand Identity Systems class I took in Fall 2022. The goal of this assignment was to choose a brand to create a new brand system for. I decided to do elf cosmetics, an affordable makeup brand. I researched my chosen brand and considered the target audience, competitors, values, and more. After this, I went through several iterations of logo sketches, as well as considered typography and color scheme. I have more files in addition to the ones I am showing that go along with this project, including a design brief, logo statement, and more.
Logo Sketches
Final Logo & Secondary Marks
Color Palette and Typography
Mockups
