Toxic Masculinity - Logo's/Brand Names

Initial Name Ideas: 

Masc- this is something that is used in modern slang language to represent the word masculine. This name also is a play on words to represent the way in which makeup itself acts as a mask, covering the face of the user, and is often referred to as such. This is represented by a direct and simplistic logo interrupted with a simple line dragging the type across, visually capturing the ideas that are being changed in the industry. Although, this was a name I initially came up with when considering that the brand should be focused entirely towards a male market, yet as this gap is something I want to be able to combat and diminish rather than highlight.

In order to be more inclusive, I decided to further explore the ways in which this could be represented. I began to look at words they mean the same as equal, and even.

Whilst wanting to include the vibe of equality, I did not want to be too direct and therefore decided against using words that directly represented the consumer themselves; no matter who they are. 

Me - taking into consideration my previous points, I experimented with the idea of simply 'me' which is, therefore, representative of anyone who uses it, making the name universal yet personal. Something which I think is an important factor in the selection and use of cosmetics, as does my previous research also suggests. People stated the main reasons they used makeup to be able to cover blemishes and be able to boost their confidence. Surely when peoples confidence is at its best so is their own self-portrayal, making them the most 'themselves' they can be; captured in the name 'me'.

Balance- the word balance is highlighted in the synonyms of equal, I feel me is too short to be able to make a strong and memorable impact on the audience. As well as being a word which is used in day to day speak and therefore may get lost in the industry in comparison to brands with more abstract names such as MAC, NYX, Bobbi Brown et.c. Balance, on the other hand, represents what the brand is encapturing, promoting the equality of the genders and the need for a more 'balanced' representation in the industry. Balance is also a word which seemed to come up a lot in my research in the discussion about toxic masculinity and therefore the word would work in tackling it, as more balance would mean a decline on such topic; the whole basis of the product itself.

Chosen Idea: Balance

Typographic Logo Ideas: 
In order to best represent the brand and its values that I have established through research, the logo needs to also be visually appropriate to coincide with these. Thus I began to investigate how to do this:

This type is simplistic and even, as the glyphs don't follow a traditional pattern and contain gaps it makes the audience consider its meaning and may take more than one glance to be able to know what it says. The gaps within this typeface represent the way in which there are gaps in the way genders are perceived and the way they are represented in comparison to how people actually feel. The modern and un-traditional design looks at the way in which traditional values are being changed.

Similar to the last one this type captures modernity and rejects ideas of traditionalism, therefore representing what the brand is saying. As the type is heavier I removed more sections of the letter making it hard to understand at first glance. But is easily understandable once considered, this would leave the brand with a distinctive and unique based. Each of the angles is cut at the same value, giving a sense of uniformity, to something which completely rejects it. The contrast visually captures how the standards and perception which have remained for so long are changing.

After peer critique, it was decided the make the brand more clear and concise logo as the brand is new and doesn't have any notoriety, also to represent a more clean and modern style, the logo should be simplified. I also believe that the simpler the brand the less gender identified it could be. the previous designs could be classified as being aimed towards genders for being too italic and caligraphic stylised, or too bold and tall giving the impression of masculine design. Whereas an even clear logotype, such as the one above allows for an even representation of each of the letters through the cap lock style and therefore capturing the brand values better. Although, I do want to develop a way that difference could also be included, giving an even representation that the brand is based on equality but also identifies the fact that it is introducing a product that is open to a male market too, bringing something different. The use of makeup as well promotes individuality and I want this to be clear in the branding.

My final development takes into consideration multiple factors and elements of all of the previous explorations. The logotype incorporates a level of equality, which is further implemented by the name itself, through the use of an even uppercase typeface with is carried across the word. The sense of individuality and modernity/ rejection of traditional values are shown with the lowercase e, which is enlarged to be equal to the rest of the logotype and therefore further representing the way in which males and females should be seen as equal in the industry. the addition of a full stop further supports the authority in the name, the need for balance between the genders is needed, and a balance between the expectations of such adapted as a result, period.