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GLAM & DAPPER
BRIEF
Samira is a hardworking mother of 3 who built Passions beauty salon and institute from the ground up, aspiring to serve high-end female clientele. She recently partnered with Abid, who is well known for men’s grooming, to expand to a unisex salon offering glamorous spa and grooming services to everyone. While her initial goal of serving high end clients and students remains, she now sets her sights on creating her own cosmetics line as well as opening branches with students who pass through her institute. Since the launch of this new business about a year ago, passions has been struggling to shake the image of a ladies only salon especially in their promotions. They have been advertising services for men and women with different colours, fonts and images creating a confusion about their brand and therefore a lack of trust in their business. It’s high-time that all their services were under one name and their branding and advertising followed suit. Target Audience: Men and Women of all ages Professionals & Suppliers in the industry
CLIENT
GLAM & DAPPER (Previously Passions)
DELIVERABLES
LOGO & BRAND GUIDELINES
ROLE
IDENTITY DESIGN
BRANDING
The transformation
First we needed to address the name of the salon. Samira had initially chosen Passions to illustrate her own drive and passion for her business. However, it was now heavily associated with female salon services and it wasn’t being received well by men. Secondly, The hot pink colour and thin fonts which did not have enough contrast on black background also needed to change to appeal to all clients. I advised that the new name should promise how clients would be treated when they entered the salon and how they would feel when they left. A device such as the ampersand was crucial to make it clear that the salon was now open for all genders. The clients agreed upon Glam & Dapper as the name and a gold gradient, pooling all their services under one name and describing exactly what they promise.
Wordmark
The new name required a more sophisticated and slightly heavier font and Adobe Garamond Pro fit the bill. While the weight of all the characters are semibold, the ampersand is in italics. It created a more interesting shape which would eventually serve as branches on which the birds would sit. It was also important to balance the wordmark in landscape by positioning the words carefully. By pushing ‘Glam’ to the top, the wordmark was tighter and allowed the ampersand to be in the centre. In the version where the logomark is separate from the text, the ‘Glam &’ sits perfectly on top of ‘Dapper’
The imagery
According to research, a pair of birds was found to be the best gender neutral image to further propagate the idea that the salon now catered to all genders. The ampersand being near the centre of the wordmark also provided the branch for the birds to sit on. In smaller versions of the logo, it was possible to cut out that portion and give it a frame. By making the stroke of birds and branches the same as the frame, I was able to achieve an effect similar to the frame of stained glass. The positioning of the birds matches the positioning of the words and balances the image perfectly in all versions of the logo.
BRANDING
The transformation
First we needed to address the name of the salon. Samira had initially chosen Passions to illustrate her own drive and passion for her business. However, it was now heavily associated with female salon services and it wasn’t being received well by men. Secondly, The hot pink colour and thin fonts which did not have enough contrast on black background also needed to change to appeal to all clients. I advised that the new name should promise how clients would be treated when they entered the salon and how they would feel when they left. A device such as the ampersand was crucial to make it clear that the salon was now open for all genders. The clients agreed upon Glam & Dapper as the name and a gold gradient, pooling all their services under one name and describing exactly what they promise.
It was wonderful working with Samira and Abid and help them express the potential of their business through its branding. Glam & Dapper can now put forward a unified, luxurious brand that can scale with their business and future projects.
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