With a clean, minimal wordmark logo like QE Health's Esthetique spa brand, the devil is in the details. Kerning (space between each character) is critical, as well as the 'right' balance between the font weight of the main word, and its positioning statement 'At QE Health'. 
An important component of deliverables with logo design is at the minimum, a simple guideline for the client - detailing brand colours, file naming conventions, typefaces etc.

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