DYNAMIC IDENTITIES How to create a living brand

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gET up Alexis Rom Estudio Atelier Vostok
When designers Claude and Alexis started creating a new brand image for Get Up, a small hair salon in Barcelona, they considered the creative attitude of the young hair stylists that work there and enjoy dressing and decorating the shop window. Their aim was to provide the users with a tool that would let them play with business cards and other printed material to develop a personalised image that went beyond the designer’s suggestion. As a solution, they created a simple and flexible logo made of a range of faces and hairstyles that can be freely matched, and turned it into a kit of modular stamps. This DIY printing kit/toy allowed stylists to customise their identity materials in playful ways, with many possible outcomes. The kit displayed on the shop counter is in itself a key element in the shop’s image, as well as the most convenient way to personalise it. The kit itself is self-made by the designers using a vintage photopolymer machine and mounted on balsa wood. dna 53
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