Sephora Collection
Troop @SC
Logo Mark, Typography, & Animation: Kandace Selnick
Creative Director: Diane Santamaria
Troop@SC mark was in need of a refresh to represent the new team of creators who were more mature, daring, and embracing a greater sense of inclusivity compared to previous years. The refreshed logo design was also required to seamlessly adapt to both print and digital platforms, ensuring scalability.
“Troop@SC is Sephora Collection’s exclusive group of content creators, makeup artists, skincare specialists and Sephora enthusiasts - a curated team of some of the most talented creatives who are leaders in the beauty industry.”
The objective of this revamped logo was to encapsulate a sense of fun, draw inspiration from beauty, exude maturity, foster approachability, authenticity, inclusivity, and contemporary relevance. This design evolves gracefully alongside the changing audience and brand, achieving a timeless quality. Furthermore, the logo's synergy with the Sephora Collection brand was crucial for creating awareness and sparking curiosity to explore more.
Designed to catch attention while retaining a sense of familiarity with the audience, the handwritten logo encapsulates authenticity, inclusivity, distinctiveness, and approachability. A custom handwritten type treatment was designed to feel natural and includes the nuances that only pen and paper can create, but never replicated.
