Too Faced is the cosmetics company I chose to redesign their logo and create a style guide for while using Illustrator. 

The purpose of this project is to showcase branding and design elements.

I began the project by choosing which brand I wanted to redesign. I chose Too Faced since I think a lot of their packaging was quite interesting and unique, but their actual brand logo was lacking.

From there, I started brainstorming what my vision for the logo would be. Then I began researching for inspiration and started sketching logo concepts.

I wanted to take the name ‘Too Faced’ quite literally when designing the logo. I wanted to have a face that could be seen in two different directions at the same time, almost Picasso-esque. I also wanted the design to show half the face with makeup, and the other half with none.

I then created logo in Illustrator. I made sure to keep the pink-ish colours in the logo, as pink is prominent in most of their branding. I went through several different versions of the design before I was happy with it, trying to create a distinct contrast in the design.

Afterwards, I created the typography, which I again wanted to show a contrast between the two words, and decided to have them face opposite directions, as well as have all caps vs none, and bold vs plain.

I also created both a ‘regular’ and ‘long’ version of the logo, as well as created colour and black and white versions of each.

Lastly, I created a style guide for the final redesign to establish criteria for usage and important details about the design itself.