Serene Beauty Branding Identity

Logo uses S and B to create a butterfly, a symbol that can represent both serenity and beauty. The typeface used here is Utopia, an elegant, transitional serif.

Project Title: Serene Beauty Salon and Spa Brand Identity

Challenge: Create a new modern, elegant identity that will attract new clients, but keep current patrons. The logo should feel relaxed and serene and exemplify beauty. Serene Beauty is a high-end salon and spa opening a new location on Fashion St. in NYC. Their current customers are primarily upper middle to upper class Brooklynite women, ages 25 to 65, but company would like to extend target audience to include New York's high fashion, upper middle to upper class women, ages 15+.

Solution: To make Serene Beauty’s current customers feel at home the previous color scheme stayed intact: teal and the secondary pale yellow, but added white and changed the logo. Salon and Spa was dropped from the logo and with the use of Serene Beauty’s initials to create a symbol of beauty, the butterfly. A very clean and graceful typeface, Utopia, is used to reflect Serene Beauty’s luxurious and relaxed atmosphere. Where Utopia adds a very chic and modern look, Mrs. Eaves Roman typeface gives the body copy the delicate touch.

Played with the original logo's elements, the type and flower, but there was a disconnect with name and the imagery. Then tried a silhoutte of a face which I had hoped would look serene and peaceful. Although the image worked, I still couldn't tie the S and B in with it (#5). Started trying find a way to create the face out of the letters which led me to #12. This design didn't work as a face, but it resembled a butterfly (peaceful and beautiful) and I played with that idea until I came to #15, my final design.