The first few images are references for what was in the market in terms of design, color and style for similar brands. I wanted to create a logo that was versatile. Understanding the power of branding in this category, the logo needed to be adaptable to colorways, different applications and multiple styles. Specifically, I wanted to create a strong graphic mark that would be easily recognizable and worked well with type or as a stand-alone. Between our meetings and the creative brief, the underlining keywords that the company wanted the logo to reflect were: fun, feminine, strong and original. I went in two directions: a monogram style and an icon style logo. Below you can see the logo development, the final logo style guide and some board designs.