Custom | Luminity Beauty | Logotype Branding Visual Identity

Luminity Beauty+Academy

Luminity elegant white logotype with spark star favicon, custom letterforms in elegant wedge serif

Luminity is a beauty salon and academy specializing in aesthetic treatments and education. The project focused on redesigning the brand identity to create a more timeless, professional, and refined presence while strengthening the connection between its two core areas: Luminity Beauty and Luminity Academic. The scope included a new logotype, a complementary typographic system, and a restrained color palette designed to perform consistently across a wide range of applications.

The identity is centered around a custom-drawn wedge serif logotype, chosen for its timeless character and refined appearance. The typography was designed exclusively for the brand, combining subtle contrast and an elegant approach. A spark replacing the tittle of the i references light as a central brand concept while also suggesting the + symbol in secondary lockups, visually linking the Beauty and Academic areas.

Luminity white logotype, custom letterforms in elegant wedge serif

The wedge serif LUMINITY typography was designed exclusively for the brand. Characterized by subtly flared stroke endings and low contrast, this serif style gives the logotype a timeless and elegant character. Built with only essential elements, embracing a less is more approach. The letterforms are free of flourishes and unnecessary decorative details.

Luminity Beauty black business card with white custom logotype

Auxiliary graphic elements complement the identity system, extending the brand across different applications while maintaining visual consistency. Among them, the spark favicon serves as a distinctive standalone brand asset. The system also includes a Beauty+Academy badge, along with a secondary graphic element derived from the spark favicon, used more selectively throughout the identity.

Luminity double spark favicon symbol connecting two spark forms

(1)

BLACK
#000000

(1)

WHITE
#FFFFFF

(2)

MAGENTA
#C6007E
PMS 233 C

(1) Main colors.
(2) Secondary color.

The color palette is intentionally restrained to black, white, and magenta, creating a clean, elegant, and highly recognizable visual system. Magenta sets the brand apart from the local beauty salons in the city, where neutral color palettes are often the norm.

Designed to adapt seamlessly across a wide range of applications, including headbands, student workshop supply kits, banner, towels, and more.

Project Info

Credits
Client	Luminity
Project	Luminity Beauty + Luminity Academy Branding
Scope	Logo System, Visual Strategy, Brand Guidelines, Typography, Color

( 1 ) If you want to work together or just want to say hi, please write me an e-mail Let's make something amazing together!

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