I was contacted by Kelly, the owner of Makeup Before You Wakeup, which is a salon in Sacramento that offers permanent makeup options along with many other services. Kelly explained to me her need for an updated business logo and we continued to discuss usage rights and copyright registration. After talking for a while and better understanding the client base and artistic preferences of the owner I began creating concepts for her new business logo. Part of the previous logo included lips and Kelly wanted to keep that theme when updating as to maintain some of her prior brand elements for familiarity and client recognition. I chose the Univers typeface for it’s sleek and modern look and displayed type contrast through the weight of the type.