Project Type:

Brand Identity Design, Logo Design

Collaborators:

Solo Project

Tools:

Adobe Photoshop, Adobe Illustrator, Affinity Designer, Notion

Client:

Personal Project

Aurora Beauty: Brand Identity

Background

Aurora Beauty is a (fictional) contemporary beauty and skincare brand launched in 2022. Aurora specializes in creating luxurious, high-performance skincare products that bring out the natural radiance in every individual. Their formulations are crafted with a blend of scientifically proven ingredients and botanical extracts, ensuring effective and gentle skincare solutions.
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In this project, the goal was to practice logo design and create the basis for a brand identity that blends traditional luxury with a dash of fun and contemporary flair, pulling inspiration from Yves Saint Laurent, NYX, and Elaluz.

Logo Creation

My logo creation process begins with pen and paper. After a few pages of sketching and ideation, I bring the best candidates into Illustrator and begin making further variations and experimenting with typography. For some concepts, I explore creating custom glyphs out of existing typefaces- such as in 1a- when the typefaces I've tested don't match my vision.

My ideal typeface for Aurora was one that was sans serif, utilized delicate details, and had a calligraphic line variation typically associated with serif fonts. The typeface seen in concept 4 came close to what I imagined, but was too wide and lacking the type of line width variation I hoped for.

For the form of the logo itself, I sought to incorporate the initials of the brand and to use repeated curved lines to suggest the flowing patterns seen in aurora borealis.