The brand name EDGE was created to emphasise men having an advantage when using EDGE's range of skincare and grooming products. The logo was created to be sharp and simple with an angled edge to make the logo clear and unique. When using the EDGE range, men feel confident that they are using high-quality and tested products designed to give them the best results. To convey confidence and a clean feel, dark colours and a cool blue were introduced to the branding paired with dynamic images and a modern typeface.