Puzzle Makeup is a clean, vegan cosmetics brand founded by Avital Elgaziel, a professional makeup artist, esthetician, and salon owner with over 20 years of experience working with women’s skin across different ages and conditions.[1] The brand focuses on customizable, multi-use products designed for evolving, hormonal, rosacea-prone, and mature skin rather than standardized shade ranges.[1] The company operates as an online retailer of custom, vegan, and sustainable makeup and tools, based in Oakland, California.[2]
Design and History
The Puzzle Makeup logo was designed by Leslie Herring, a Bay Area-based designer specializing in user experience, interface design, and branding.[3][4] Herring’s portfolio describes the mark as based around the concept of tangram puzzles, specifically the geometric woodblocks that children use to create any object they can imagine.[3] With all the pieces coming together, they form an abbreviated, consonant-only version of the brand name.[3] Herring notes that the pieces remain recognizable whether rendered in outline or in solid fill.[3]
The brand name “Puzzle” was registered as a trademark by Puzzle, Inc. with the United States Patent and Trademark Office. The application was filed on July 22, 2019, and the mark was registered on February 4, 2020, covering blush, cosmetics, eye-shadow, foundation, and lipstick.[5] The trademark filing lists first use in commerce as May 13, 2016.[5]
Meaning and Symbolism
According to the designer’s own description, the logo’s tangram concept directly references the brand name and its association with puzzle pieces fitting together.[3] The geometric construction forms a consonant-only abbreviation of the word “Puzzle,” meaning the mark functions simultaneously as both symbol and wordmark.[3]
Typography and Design
Herring’s portfolio description does not specify the typeface used in the logo, nor does it document official brand colors or exact color specifications.[3] What is documented is the logo’s construction method: tangram-style geometric pieces arranged to spell out the brand name in abbreviated form.[3] The designer also notes that the mark was designed to work in both outline and solid-fill versions, suggesting flexibility across different applications and backgrounds.[3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
