For over 30 years, Victoria's Secret has been a staple for lingerie and beauty products for women across the United States. In early 2008, they refocused their offerings to encompass higher quality fine lingerie, incorporating refined materials, beautiful details, colors and patterns. Their logotype was refined to reflect this subtle shift—and in an exercise in extreme detail, we improved spacing, simplified the terminals, and gently raised the height of the V and S, creating a mark which is more distinct, while not rejecting the equity of the existing one. A monogram was added to be used with the logo or alone in other applications, which can be seen through out the store. These examples are how the VS design team is applying the new monogram and logotype throughout their product line.