Geologie Brand Creation

Geologie is personalized men’s skincare line with the mission of making it o.k. for men to care for their skin. To achieve this mission, the brand need to walk a fine line between traditional masculinity—defined by domineering, bold, singular—and a ‘new’ masculinity—which is still being defined in mainstream culture. The visual language seeks to normalize all types
(of men and skin) instead of focusing on one ideal as perfect. As such, the logotype is truly a contemporary creation—a combination of almost all historical typographic movements that come together to create a new visual language for masculinity today.