Phase 1: Ideation
In the beginning ideation process the overall tone and voice of the brand is established. Here, mind-mapping begins the generation of ideas, progressing into the establishment of a mood board, and finally, the first round of logo sketching.
Mindmap Ideation
Moodboard
Initial Logo Sketches
Phase 2: Design
From the initial 25 sketches, 3 ideas were selected to be progressed. From these 3, a final idea was selected to be refined into the final mark.
Round 2 Logo Sketches
Final Logo - Single Color and Primary Logo
Phase 3: The System
With the new logomark and brand color established, the rest of the visual identity is built out. To support the logo is guidelines for its use, ensuring proper spacing is maintained, as well as secondary marks, patterns, a color palette, and typographic system.
The re-imagined Silk Elements brand places an emphasis on the balance between affordability and quality, the two key pillars of the company. The design speaks to a youthful, yet knowledgable audience that wants the best for their hair and their wallet. The brand's colors echo the natural ingredients in the products and their refined, high quality. The typographic system echos these values, furthering the emphasis on product quality. Finally, packaging design is explored to complete the system and apply the new Silk Elements brand to their products.
Horizontal Logo Spacing Guidelines
Vertical Logo Spacing Guidelines
Secondary Marks
Color and Typography Systems
Product Design
