Glacier Med Spa is a practice owned and operated by Dr. Shannon Gulley in Palmer, Alaska that specializes in various cosmetic procedures including microdermabrasion, dermaplaning, microneedling, chemical peels, advanced laser treatment options and injectable services, such as botox and juvederm. As part of our new social media content creation team, help plan and create daily social media content for our Instagram page with a focus on education, advertising our services, and our company brand image.
Most home solution companies are owned by males, and their logos tend to convey bold, dominant, and powerful qualities associated with their businesses. The biggest challenge with this project was creating a logo that incorporates feminine/non-masculine qualities without having them completely define the brand. How do you make a logo that represents female business ownership without using femininity as a crutch?
My solution to the problem was primarily solved through the typeface. Most home solution companies use thick bold serif fonts that appear strong and powerful. I wanted to incorporate these same qualities in a less rugged and bold typeface so it associates better with female business ownership. I chose Big Caslon to be the primary font for the letters because of it's elegance and it's balance of bold and thin lines. I think this typeface keeps the same power and boldness as other logos in the home solutions industry, but also has a sense of class and sophistication that's more fitting to represent a female-owned business. To further show the strength and power of the typeface, I had the letters be the structures that hold up the roof of the house.
Brad Smith - Design & Art Direction
Devon Carroll - Copywriter and Content Strategist