Light Elegance Nail Products, based in Redmond, Ore., has announced a new logo and tag line that debuts this month. The new logo will gradually appear on everywhere, from products to the website to the trade show booth and everything in between.

The logo — a round-bottom laboratory beaker filled with pink liquid and emitting a few floating pink bubbles — represents the Light Elegance legacy of formulating and manufacturing its products on site with its own chemist, co-founder Jim McConnell.

The tag line changes to “we’ve got great chemistry” to underscore not only the in-house manufacturing function but the close relationships Light Elegance has with its nail tech.

Lexy North, marketing director at Light Elegance, says that the new logo and tag line are just the beginning of a year of esthetic and branding focus in her department. “We’ve been so busy building the company into a success and now it’s time that our brand reflect that from top to bottom,” she said. “The new logo is just the beginning of all the new things you’re going to see from Light Elegance this year.”

“We’re not really changing anything fundamental,” said Lezlie McConnell, president and co-founder at Light Elegance. “Actually, we’re just becoming more of ourselves as a company. I heard someone say that ‘middle age is a nice change from being young’ and that’s what we’re discovering as a manufacturer, too. We are hitting our stride in a big, big way.”

— Tim