A brand makeover requires conscious strategy
IBA, the Independent Beauty Association (formerly ICMAD, Independent Cosmetics Manufacturers & Distributors), is a non-profit organization that supports independent cosmetic and personal care businesses. IBA connects these companies with educational resources, networking opportunities, and legislative advocacy guidance. After many years in the industry, ICMAD desired to rename itself in order to breathe new life into their brand and attract business prospects to grow their network. They regularly host events and awards and needed an identity system that accommodated interchangeable taglines. In addition to the logo and visual identity, IBA worked with us to develop a custom WordPress site, digital marketing templates, and printed brand and marketing materials.
We worked closely with IBA to develop a brand solution that conveys their mission to enable members to grow their businesses. Our approach resulted in a lettermark logo, with a seed functioning as the dot above the ‘i’ in IBA. The seed represents growth with a nod to cosmetics, with the logo’s connected letterforms evoking IBA’s central tenet of unity. We established the seed as a core strategic element of IBA’s identity, applying it to photography as a container shape or brand element. To maximize extensibility, we carried forms from the logo across the system, using rounded corners on the website and in die-cut print collateral. The brand centers on authentic images that feature both individuals and groups of people to communicate IBA’s spectrum of members. The color palette was designed to be bright yet sophisticated, stylistically aligned with the cosmetic industry but also accessible to a business audience.
After extensive design and brand strategy exploration, we developed a visual system that accomplishes IBA’s goals with opportunity for the brand to evolve as the business grows. The new logo and accompanying brand assets embody the organization’s mission, and reinforce IBA in the market as a trusted partner for its members. Renaming an organization and establishing a new visual identity are big changes, but IBA can now feel confident that all aspects of their brand accurately represent the organization’s mission. With a robust visual toolkit and a tailor-made website, IBA is now strongly positioned in the cosmetic and personal care industries to support businesses of all sizes, providing vital insights to help its member organizations flourish.