DYNAMIC IDENTITIES How to create a living brand

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.
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