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FGHI is a holding company operating across chemistry, biotech and medicine. Fields with almost nothing in common, and a single entity to carry them all.
The existing logo no longer covered that reality.
The challenge: represent radically different activities without flattening what makes each one singular, and without taking the place of the subsidiary brands still to come.
We started from their one common denominator: scientific innovation.
A nucleus. A molecule. A central structure with branches unfolding from it. Each branch is an entity, a sector, a direction, and their number is never fixed. The logo is modular by nature, built to expand as the group grows.
The rest is deliberately restrained. A holding company shouldn't outshine its subsidiaries. It carries them, legitimizes them, unifies them.
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Why do half the skincare and fashion brands launching this year look like they share the same designer?
Serif logotype, tight tracking, one accent color. ✅ It reads as elevated the first time. By the twentieth brand, it reads as a template, not a decision.
Safe typography isn't neutral, it's a choice too, sometimes one that avoids taking a position 🤭.
So I designed a set of mockups with custom letterforms built to argue the opposite: type with weight, texture, and enough attitude to hold its ground on a shelf full of quiet logos. 💅
What's the last fashion or skincare brand whose type actually made you stop scrolling?
That cap, texture and typography fits very well together. This really is different, yet safe. Good work!
Safe or bold, which one actually makes you stop scrolling? 🤔
Sans: the serif, tight tracking, one accent color playbook every skincare brand is running right now.
Bold: the same idea, redesigned with attitude. 💅
25 voted
32%
53 voted
68%
78 votes
Closed
Definitely bold! That redesigned typography adds so much personality and immediately stops the scroll. Safe just gets lost in the feed these days.
I love the retro vibes this is giving. Great concept.