STEER Brand Identity


STEER is an ecommerce consulting firm for high-end beauty brands that want to skillfully expand in the ecommerce market. Their mission is to untangle the complex marketplace ecosystem into comprehensive strategies that accelerate sales and protect beauty brands on Amazon, eBay and more.


Beauty brands that want to get on a path toward sustainable sales growth in the ecommerce market but also uphold their prestige and high-end feel.

luxury brand identity logo design for beauty ecommerce sketches

Initial project sketches


STEER is helping upscale beauty brands navigate the ecommerce market without sacrificing prestige and grow their sales in a sustainable and smart method. STEER needs a brand image that captures expertise, a high-end feel, professionalism, trust, innovation, and familiarity to the beauty industry. I created a brand image that is sophisticated and luxurious, but at the same time action-oriented and fresh.

A luxury brand consists of minimal type, all caps, geometry, high contrast, ample white space, and bold colors and images. Hence, STEER is depicted in all caps, in a strong sans-serif font, with wide gaps between each letter. Moreover, the logo design has a sense of direction, creativity, and innovation, due to the parallel horizontal lines that take the place of the E’s. When paired with “Advising”, the latter word also carries the luxury notes but is styled much smaller to not crowd the clean and upscale STEER design.

Overall, the primary and secondary logos convey a sophisticated, prestigious, and modern feel with similar design to well-known beauty brands like Chanel, Givenchy, and Marc Jacobs.

luxury brand identity logo design for beauty ecommerce
luxury brand identity logo design for beauty ecommerce


The innovative and action-oriented spirit of STEER comes to life with the bold and geometric sans-serif and emblem. The white space between each letter makes the brand evokes a higher-end, sophisticated feel. The paired body copy serif brings in even more of a professional and upscale image.

The color palette is black and white to emphasize the bold and modern brand image. It’s also the highest-contrast color palette, as it is iconic in luxury brands.

luxury brand identity logo design for beauty ecommerce


Photography, graphic elements and patterns are a unique opportunity to channel a brand’s essence into something that will take the identity to the next level. Through this application, you can envision how the color, type, photography and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context.

The patterns allow for exciting textures – whether on printed pieces or web related items. The patterns can be used as an extra detail to add dimension if the design is looking too simple.

White space is a key element in keeping the prestige of STEER, which also means paragraphs are kept small and headings are kept at the minimum. Contrast is established with significant hierarchy in headings and paragraphs. Photography and colors are bold and contrasted as well. Textures and patterns are used to tie in the beauty brand orientation.

Overall, the brand identity reflects an upscale, sophisticated and fresh feel that prestigious beauty brands can trust to advise them in the ecommerce market.

luxury brand identity logo design for beauty ecommerce
luxury brand identity logo design for beauty ecommerce
luxury brand identity logo design for beauty ecommerce

View this entry on my portfolio, or view other work here.

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