REimagining NYX
NYX Cosmetics is a popular beauty brand that I personally love. They have a trendy and edgy brand that embraces diversity with every swipe of the makeup brush. For one of my classes, I was challenged to reimagine a logo for NYX that aligns with their brand personality.
My Process
As I began sketching, I knew I wanted a logo that was raw and edgy, yet appealing and unique. I wanted to create something that looked like a makeup swipe. I realized pencil and pen were not going to provide the look I wanted, so I dug around in my makeup kit and found an old mascara. Using the wand, I explored ways to use the mascara.
The mascara got me thinking about eyes. I was reminded of the old phrase, "Beauty is in the eye of the beholder,” and I wanted to explore that for a tagline. I also decided to use the shape of an eye for the logo.
Final Design
A mascara swoop in the shape of an eye with an N added to the center as the pupil is the final logo. The mascara showcases the raw and beautiful nature of makeup. The shape of an eye signifies the phrase Beauty is in the eye of the beholder, which captures NYX's edgy yet inclusive brand personality. I shortened the saying to "It's in the eye." and used it as a brand tagline.