BTSSB (Baby the Stars Shine Bright) is a well established lolita fashion brand whose previous logo and branding lacked readability and consistency. This redesign aims to overcome those obstacles while retaining the brand's aesthetic.
The new identity aims to be recognizable and complement the beautiful clothing they produce. This is achieved by retaining aspects of the previous logos, but simplifying them for readability. The colours are made more vibrant, the name is shortened to an acronym, and a logo mark was created.