Unsupported browser

You are using an outdated browser. Please upgrade your browser to improve your experience.

Sign up for an Award

Participate with your entry in one of our professional or student awards.

Sign up for an award

Sign up for a Profile

Create your own profile and publish it in the iF WORLD DESIGN GUIDE.

Sign up for a profile

Learn more:

iF SOCIAL IMPACT PRIZE

Present your project for free and win your share of EUR 50,000 in prize money.

Publish your project

Douglas – Logo development

Douglas – Logo development
Douglas – Logo development

As part of its strategic realignment, Europe's leading beauty retailer Douglas has recast itself as a strong brand itself rather than being perceived merely as a distributor of major cosmetic brands. The logical consequence was a new visual identity that radically breaks with the established appearance of the past 50 years. The new font is sans serif, italic – and very distinctive thanks to striking details such as letters of varying widths. The ornamental initial letters can be used independently as the word "DO" – a subtle invitation for customers to take their own beauty into their own hands.

VISIT WEBSITE
Profile

Peter Schmidt Group

Go to profile