Generations Natural Beauty is a beauty product company whose recipes are based on Columbian family recipes and traditions which go back endless generations in the owner's family.

The logo needed to have a very clean, cosmetic feeling, but one that is based in nature, not a laboratory. The growing leaves are not so much enclosed as they are encouraged by a circle that hints at numerous things: the moon, the sun and cyclical life.

The simple type has just enough movement in it to relate to the icon without taking on a life of its own. The movement in this logo is reserved for the growing leaves.