Ulta Beauty Rebrand

ULTA Beauty is a large beauty retailer which offers cosmetics, skin care, hair care, fragrances and salon services. A fresh makeover aims to elevate the brand with a more modern and clean logotype and color palette. I chose to keep with the original logos use of a serif typeface, but modernized by using lowercase lettering and a more sophisticated and clean treatment of typography. For the header, I modified the serif typeface Didot, and chose to use a much more subtle serif typeface, Luxerie, for the subheading. The new color palette reflects similar shades of the original playful brand colors, but is more refined and mature. My main goal for this rebrand was to create a fresher, more simplistic and confident overall brand identity.