Styling Urban Doos
Smith + Fox Salon
Brand Identity
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Smith + Fox is an urban hair salon specializing in color, styling and cuts. Located in the historic Georgetown sector of Seattle, this salon has built a senior team of stylists that cater to high-end customers.
The salon needed an identity that reflected the fun-loving, hip and whimsical nature of the founder, Fran Connolly and her team, but also one that captured a personable experience amidst the backdrop of their urban neighborhood.
CLIENT: SMITH + FOX SALON // DISCIPLINES: IDENTITY, ILLUSTRATION, WEBSITE, PRINT, SIGNAGE
+ Strategy
The approach to the Smith + Fox identity began with complete freedom and fun. The identity included a very bold and simplistic logotype that was honest and no-frills. A secondary support mark was created of an anvil and scissors—conveying the historical foundation of the owner’s grandmother (Frances Smith) paired with the artistry of the owner’s (Fran Connolly) innovative cuts. The visual language added an ephemeral collage style that we used on various images to create funky and quirky combinations expressing style and personality. We blended fox references (a graphic wink to clever grandmother) with vintage salon objects, various characteristics of the salon team and then even some surreal and senseless images just for a surprise. The salon’s legacy and story drove the creation of the business and we made sure that this narrative was woven into the brand for authenticity. The identity, typography and limited color palette conveyed a sensible, no-nonsense street-vibe of simplicity that matched the owner’s mission and vision.
LET’S DO
SOME HAIR!
