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



THE SOLUTION(s)





THE LANDING POINT

The final monogram preserves the elegance of the original while introducing cleaner geometry, refined spacing, and distinctive letterform curves. This version will allow for a strengthened brand recognition, ensures clear differentiation from competitors, and projects a more modern, confident identity for Designs For Beauty.







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