European Hair Extensions needed an acronym to be used along with the typeface or alone. Company works in beauty field by distributing high quality hair extension products. Marketing extends to beauty contest support, so they needed something what is clean, but in the same time can integrate the double EE in it. A typical accent look alike element was added to one of those two E, to gain the feminine look what is related to beauty , cosmetic, fashion. The same way color was picked – something light a bit from cosmetic, beauty product line style, to appear as serious as elegant. Tag-line was made in very straight, very clean typeface, to make sure, it is not taking away any attention form the curvy, busy enough icon & logo name.