During my time at Lexor, management wanted to explore the idea of what a potential rebrand would look like as the company was moving towards expanding into more verticals in the beauty and nail salon industry (OEM parts, Nail Salon Franchise, Manufacturing, etc.). We also wanted to create a more modern brand that stood out and reflects the entrepreneurial spirit while also balancing a sense of strength and elegance. In conversations with the CEO and research into the history of the company, I learned that the original logo was based on the chemical structure of a carbon atom and that the idea behind founding the company was that he wanted to build pedicure spas chairs that were nice enough to gift to nail salon owners.
Design
With that in mind, I took the carbon atom structure idea, which has oxygen molecules placed on each corner of a hexagon, took the O shapes way too literally and expanded them out so that they’re overlapping, and built out a flower shape. The flower idea also touches on the 2nd part of my conversations as gift we often give to others in a lot of different situations. We replaced the old serif logotype with a sleek san serif typeface and heavily focused on red as the main color of the brand, promoting action and conveying the idea of power as the leader in the nail salon industry.