Glossier quietly introduced a new logo for its summer collection
![Glossier quietly introduced a new logo for its summer collection](https://images.fastcompany.com/image/upload/w_1280,q_auto,f_auto,fl_lossy/wp-cms-2/2024/07/p-91149779-glossier-summer-capsule-2024.jpg)
Soft launching a pop-up brand is like test driving a full scale rebrand.
In June, beauty company Glossier quietly rolled out a new logo. Rather than use the brand’s sleek sans-serif black wordmark, it deployed a new, chunky typeface to promote its new seasonal capsule collection of hair accessories, lip balm, and a utility sling.