Mary Kay


Mary Kay

Brand Development

Many might remember the script logotype and the gold-on-gold initial "MK" that represented Mary Kay Cosmetics for their first 25 years. The identity, looking a little left behind as the company evolved, needed to come into sync with the packaging, products and the next generation customer. SPD was commissioned to create the new identity, graphic standards and several years of applications that followed, including beauty, skin care and mens' products, as well as sales collateral, vehicles, convention graphics and signage. The system includes the mark and logotype which can be used independently and together, depending on the application. In the corporate and skin care environments the logotype is used. In the beauty arena the brush-style blossom is used, offering a flexible system that can adapt appropriately depending on the application.


Bronze DSVC LIghtbulbBronze Dallas Ad League TOPS Award