The client contacted me via Instagram. She requested a logo for her business. The client’s native language was French, and she didn’t speak English well. However, she loved my designs and was ready to start despite the language barrier. So, actually, her first — and you could say only — words were: “I love your work, I need a logo for NGS Education Beauty.”
Logo design process
Target audience and positioning
The first unusual thing about this business — and what I knew I had to pay special attention to — was that although it belongs to the beauty industry, it doesn’t provide beauty services; it provides education. It felt like a trickier task, because the clients of this business are not salon clients, but professionals developing in the beauty field.
I understood that I had to combine these two business flows — beauty and education. Beauty brands should evoke a high sense of aesthetics, femininity, and elegance. Educational brands evoke a sense of confidence, leadership, and direction. This is how I felt the logo should be. However, I didn’t know the proportion of feminine vs. corporate, and that became a space for creativity and an opportunity to present versatile options to my client.
Logo architecture
It was clear that the symbol should solely include the “NGS” letters — no leaves, no faces, or other beauty attributes, because it’s an educational company. I wanted to focus on a clever and clean letter interconnection. I had only one dilemma — how feminine it should be.
As a designer who respects typography, I realized from the start that the good news was the logo had a soft, curvy “S” letter — which meant I had a chance to create a catchy and harmonious shape. The second opportunity was the “G” letter, which also has a rounded form. The “N” letter has a diagonal line, and I have experience connecting this line with other letters.
I tested serif fonts as a more fashionable and corporate approach, and soft, rounded sans-serif fonts to create a more gentle, feminine approach.
The client’s answer was short — she pointed to one option and wrote, “This one is wrong.” It was a somewhat uncertain feedback, and I was wondering whether she had chosen the best or the worst one 🤔. Then there was silence after my clarifications. It was night in my country, and I went to sleep not in the best mood. She replied a little later and said, “The words are wrong.” It turned out that she had changed the name from “NGS Education Beauty” to “NGS Academy Education Beauty.” These were good news that brought sweet dreams.
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Brand guide for an educational beauty company
Brand color palette
I sent to a client color propositions and after a short chat, we arrived at the decision to use charcoal black, latte, and dusty rose colors. This combination blends the beauty aesthetic with the solidity of the educational direction.
Charcoal black is a strong, powerful color that evokes confident and trust
Latte color is calm, balanced and evokes comfort
Dusty rose is fashionable yet feminine. Adds a touch and of flirtation.
I advised using a light theme with a dominant latte color. It keeps the brand monochrome with accents.
Brand Visualisation
To represent a brand, I use mockups. Mockups help visualize how a design will look in real life. They present the brand in context—on packaging, screens, or physical items—making it easier for clients to understand and approve the design.
Enjoy looking at visuals? Check out this bold and impressive brand design – Clean and warm logo & brand services for Tran Real Estate
Logo layouts and brand pattern
Logo layouts ensure flexibility. The logo can work across different formats—website headers, social media, packaging, print—without losing clarity or balance, and this section is a must for any logo & brand guide deliverable.
Brand patterns add depth and recognizability. They help build a consistent visual language, support the identity in backgrounds and materials, and make the brand feel more complete and distinctive.
