Original identity goes full circle

Light and Coley has created a new corporate identity for Original Additions, spearheading a new marketing offensive for the beauty products company. The identity features three asymmetric circles in purple, lilac and green, representing Original’s three divisions: consumer, professional and export.

The first manifestation of the new identity is a manicure collection, again designed by Light and Coley. Perfect 10, which launches in April, echoes the purple and green colourway and adds silver to communicate contemporary product values.

Light and Coley account manager Jennifer Dale says: “Original Additions had not altered its corporate image since the early 1980s, and its three-tier business had an inconsistent image. We wanted to harmonise these and reflect its innovative approach to new product development.”

“Light and Coley’s market understanding, creative approach and enthusiasm set it apart,” adds director of Original Additions Simon Zussman.