Freedom is a British make-up brand, which offers a full range of lip, eyes, and facial products. The brand is a part of TamBeauty Group, which owns several very suc-cessful make-up brands, distributes all over the globe.
The visual identity of the young make-up brand from London is composed of a simple yet stylish and recognizable logotype, which is executed in a monochrome color palette and sent in two levels.
The upper level contains the “Freedom” lettering in all capitals, which is executed in a bold sans-serif typeface, very similar to one of the most famous fonts — Futura. The main feature of the brand’s nameplate is that it has its bottom part slightly cut, creating an impression of the letter coming up from the horizon.
The “horizon” on the logo is replaced by a thin horizontal line, u Der which the “Professional London” inscription is located. The lettering of the tagline is executed in all capitals and uses the same typeface as the main logotype, just in a smaller size.
The black and white color palette of the Freedom logo is a representation of style, power, and confidence. On websites and official documents, the emblem is executed in bleach and placed on a white background, while for the cosmetics a packaging the brand uses white lettering in a black glossy surface.