Victor Ospina

••

Graphic Designer & Art Director
Designs For BeautyBranding Revision                                           Branding Revision

When Designs For Beauty discovered their primary monogram bared a resemblance too close to a competitor’s, they approached my team and I to revise their brand monogram while maintaining it’s recognizability. I reimagined the monogram with distinctive forms and balanced proportions, preserving brand equity while creating a unique, ownable identity that stands apart in the market.
Agency — Front Row
Creative Director — Caitlin Clingman
Lead Designer — Jami Wood

THE PROBLEM




Original Monogram




Competitor Monogram


Designs For Beauty’s original monogram combined the letters “D” and “B” in a tightly interlocked sans serif style. However, its letterforms, stroke weight, and overlapping structure closely resembled a competitor’s trademarked logo. This similarity risked brand confusion, diluted their visual identity, and posed potential legal challenges — especially in beauty retail environments where quick visual recognition is critical.

​With this in mind, our design solution was guided by the following parameters: 


SPECIFIC REQUESTS

  • All 3 "DFB" letters on the same baseline
  • Mirrored effect creating symmetry
  • A "non-interlocking" variation which still retains an ownable layout
  • Legibility is a focus, but differentiation is priority
AVOID

  • Interlocking letters, especially if arranged
    left-to-right, top-to-bottom
  • All Caps

ALLOWABLE

  • If all caps, must have no interlocking letters, & the font must be differentiated from the client font (for example, extra skinny, extra bold)
  • Emphasize “Beauty” or “B” over other letters so that the “DB” is not the prominent lettering
  • If font is similar to client, should be all lowercase
  • Arrange letters any other direction except for current right downward slant configuration
  • Addition of some design stylistic element that is incorporated into the letters, or related to beauty


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