Pure Aesthetics & Skin Care is a Puerto Rican beauty and skincare clinic dedicated to enhancing clients' well-being and skin health. Due to its growing clientele and consistent service quality, Pure Aesthetics & Skin Care wanted to amplify their focus from a women focused target audience to a no-gender-specific audience. Also, the business is now adding new services; The logo does not need to reference any specific service. They sought a refreshed, professional look that resonated with a diverse audience. For that reason, I crafted a gender-neutral design that speaks to their vision. A clean serif typeface projects elegance, while leaves on either side embody growth, renewal, and wellness. These elements flow into a water droplet, symbolizing purity and freshness—a visual cycle that captures the essence of skin care. The bold logo style adds a cohesive, polished finish.