Logotype

The covergirl logo is one that I see all the time on commercials and in stores. I would normally pay no attention to it. At first glance it seems very plain and almost uninteresting. Yet, I think it works effectively for the company. They used a modern sans-serif type with very distinct thick and thin lines. Some companies that target women use scripty type, but many also use this modern sans serif style.

Examples:

The typeface is elegant but also adds a strength to the brand. Its not too fluffy, like its trying to grab your attention. The focus of the brand is their cosmetics. The lipsticks and eyeshadows already come in beautiful little packages. The colors, packaging, and celebrity endorsements are what the customers remember. The simple logotype is almost a breath of fresh air!