The goal of this project was to create a logo for a new, sustainable cosmetics brand.

I chose a letterform logo solution that turned the shape of a leaf into the letter "F." I wanted the shape of the leaf to create a smooth transition into a very elegant letterform. This logo combines the idea of elegance and beauty in a cosmetics brand to sustainability and eco-friendliness, represented by the leaf and the green color palette. The name, “Foundation,” plays on the makeup term as well as the idea of the foundations of the Earth, and mankind needing to protect it. I also played on this name by making the leaf the "foundation" of the letterform, F.

The logo successfully combines the company's ideals of elegance, beauty, and sustainability. The shape of the letterform, F, remains clear to the viewer, while a new spin is taken by smoothly adding in the elegant shape of the leaf and stems.