Inner Makeup Astrology

Branding & Logo Design

Rebranding to Shine Bright

Since its inception in 2014, Inner Makeup Astrology’s small business has grown a fun, creative approach to astrology into a brand that not only offers individual insights, but a bi-weekly newsletter, a podcast interviewing well-known industry thinkers, and a magazine column called “Moon Messages”. Inner Makeup recognized its need to rebrand in order to fit its growing brand awareness; most importantly with a new, vector-based logo.

  • Brand Identity: Define brand communication objectives, features/benefits, & creative strategy through branding workshop
  • Logo Design: Create scalable logo that elevates and upgrades Inner Makeup’s feel without erasing brand familiarity
  • Graphics Creation: Design “Star Love” podcast cover art for Inner Makeup content marketing

Inner Makeup is known for being:

  • Approachable
  • Insightful
  • Creative/Artistic
  • Intellectual

These insights provided the basis for typography and color palette selection.

Since this was a rebranding project, we discussed that it was important to:

  • Create an easy-to-follow brand evolution
  • Include the whole business name in logo for clarity, rather than “IM” which was previously used
  • Incorporate easily accessible typefaces for future, client-made content
  • Keep the moon in the logo, but transform it to a waxing crescent for client preference

The moon element was identified as the core from the old logo. I modernized it by using a solid color instead of gradient. Per client request, I transformed the moon from a waning crescent to a waxing crescent.

  • Adobe Illustrator
  • Adobe Photoshop
Before After Inner Makeup Former LogoInner Makeup Astrology Redesigned Logo