Logo Redesign

Backstage, Beauty Salons Chain

Backstage is a large chain of beauty salons in Kyiv, Ukraine, that allows its customers to retreat from everyday stress in a relaxing atmosphere. The existing logo was redesigned based on the chain’s new positioning statement in the context of “urban stress relief”. The new logo design delivers a relaxed vibe, which expresses a sense of exclusivity by borrowing from the world of show business. The playful use of reflection and symmetry, which are the main features of beauty, defines the wavelike arrangement of the letters. Featuring the company’s initials, the BS lettermark complements the corporate identity.

Red Dot