The Ageless Aesthetic Institute

For this assignment we had to redesign the logo of an existing company, and then create a stationery package for it. I knew I wanted to do The Ageless Aesthetic Institute because it was girly and I can do girly, lol.

First, I did about a million sketches. I really had no idea what sort of logo I wanted to go for. Just a simple mark would've been best since I wanted to communicate a dignified and clean aesthetic... But what about a neat logomark?


Click to visit the sketch page

Eventually I settled on five logos that I felt somewhat successfully communicated what I wanted:



I was hung up on using these geometric shapes to represent the first letter of each word, and trying to organize them in an interesting way.



I really liked the little sundial logomark I came up with, so I introduced that. It's the only hand-drawn logo out of my solutions.



I really liked this little "hourglass" too. Another play on the "Ageless" thing. But one of my classmates thought the top of the glass looked like an asscrack. Or perhaps the crack in front XD So I definitely didn't feel like pursuing that one.



The "eyelash" mark was simple but effective, I thought. Here I present it with a more dignified font.



I ended up settling on this one, which has a bit more "modern" font. I used a system font and just made it super-thin by messing around with the strokes.

Now that I had my logo, it was time to design the stationery. I wanted to keep the teal and brown theme they had going on their site, I thought it was effective. I tried to go simpler than I tend to do on these things, so I basically just used the "eyelash" in different permutations. I liked the idea of making it sort of "go off" the paper and come back into it.

In the case of the envelope, you can see where my line of thinking was going. This template is off of Designer's Toolbox. A really neat site that a classmate pointed out to us. It looks super neat when it's printed out and nicely folded.



On the back of the business card, you can see the connection between the two "lashes," which I carried over into the brown blocks of color on the thank you cards. The dotted lines around the corners of the business card indicate that I wanted it to be a round die-cut. There is a design on the back of the letterhead, too.



Here's a photo of the real deal!