Problem:
Mary Kay Cosmetics has been operating since 1963, and has only changed their logo once around that time period. The lip print symbol is very cliché for a cosmetics company, and the serif font is to be expected. There was no consistency, because the company used 2 symbols interchangeably: a rose and a lip print.
Solution:
This new identity is sleek and contemporary. The signet combines the letters "M" and "K" for Mary Kay. The rose has always been a part of the brand identity, but here it is being introduced in a more interesting way, by making the top part of the letter "K". This identity redesign will reach a younger audience.