/ CHALLENGE /
THE CORE Create a visual identity and logo for Barber Art & Crafts and apply that on a number of brand touchpoints.
CUSTOMERS & COMPETITION The primary customers are men in the age of 30 to 45 years old. The typical customer is a family father who is seeking for simplicity in his life and is conscious about how he looks. Caroline, the founder of Barber Art & Crafts, do not see other barber shops like The Barber and Gents as competitors, she sees them more like colleagues and sources for inspiration.
THE BRAND Key words for Barber Art & Crafts are Shape, Simplicity, Tradition, Beauty, Passion, Happiness, Rustic, Industrial, Close to nature and finally a New way of thinking.
USAGE The logo and identity will be used on business cards, gift cards, paper bags, enamel pins, combs, clothing, web site, folders and stationery.
/ SOLUTION /
DETAILED SIMPLICITY The hardest part in this challenge was to find a balance between tradition and a new way of thinking, and at the same time I wanted to incorporate the male audience and the warmth of the female founder of Barber. Somewhere between a more strict male look and a female curved way. The solution is a symmetric composition with capital letters with serifs that signals confidence and pride. To soften the overall composition the more traditional and strict composition for the word Barber has been combined with a curvaceous line pattern. I also took inspiration from comb teeth and the tree roots from the client´s inspiration images.
VINTAGE COLOR SCALE The colors chosen is leaning to a vintage look with a sense of nature.
FITS IN BUT STANDS OUT I have worked hard to create a identity that you can place branch-wise but at the same time signals something new and exciting.
EASY TO USE The identity is stylish and clean, but at the same time also warm and inviting. As every well-crafted logo shall be, the Barber logo is easy to recognize and remember, even in cost-effective one color print.
Above. Initial inspiration from the client.
Above. Mindmapping is a great tool for connecting thoughts and to come up with new ideas.
Above. Initial rough lettering sketches.
Above. Refined lettering sketch.
Above. Work in progress from inside Adobe Illustrator.
Above. Final logo design for Barber Art & Crafts.
Above. Typography for Barber Art & Crafts.
Above. The color scheme for Barber Art & Crafts.
Above. The toolbox for Barber Art & Crafts.
Above. Printed menu folder for Barber Art & Crafts. Photography by Sofia Johnsson.
Above. Close-up of the printed folder for Barber Art & Crafts. Photography by Sofia Johnsson.
Above. Close-up of the spread from the printed folder for Barber Art & Crafts.
Above. The details makes all the difference. By using a symbol suitable for the brand instead of a regular bullet everything feels Barber Art & Crafts.
Above. Printed gift card for Barber Art & Crafts.
Above. Paper bag with the Barber Art & Crafts logo printed onto it.
Above. The image style is personal, the tone is warm greyscale. Photography by Sofia Johnsson.
Above. Mockup of a comb with the initial B from the Barber Art & Crafts logo.
Above. Mockup of the Barber Art & Crafts site. Photography by Sofia Johnsson.
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