The logo of e.l.f. Cosmetics looks refined and has a subtle dynamic touch. At the same time, it stays simple and unobtrusive.
Technically speaking, the Elf logo is just the three letters forming the name of the company. And yet, the design manages to recreate the spirit of the brand.
If you take a closer look at the letters (which are perfectly functional, by the way), you will notice the elegant combination of thinner and thicker strokes, the unusual top end of the “l,” as well as the shortened horizontal bar on the “f” and more… These subtle details bring about certain charm and distinctiveness.
The current e.l.f. logo featured on the website includes only the three letters but you can also come across a version including the writing “Eye, lips, face” in smaller letters below.
The brand is headquartered in Oakland, California. It was established in 2004. One of the distinctive features of the brand is that it offers affordable products, many of which are sold at specific price points ($3, $4, and $8, for instance). In 2017, its revenue reached $295 million.