Responses by Jonny Black, partner, Cast Iron Design
Background: The goal of the project was to develop a unique brand identity that reflected Roger the Barber’s sophistication, skill and high level of service. The audience is primarily young males interested in quality haircuts.
Reasoning: Roger’s logo and monogram allude to the iconic barber pole, striking a balance between his classic approach and modern sensibilities. In our initial discussions, Roger informed us that the tile in his shop was angled at exactly 22.5°. This seemingly trivial detail reflected Roger’s precision and served as a guiding principle for the creation of his identity. The logos and illustrations adhere to a grid based on halved divisions of 45° (45°, 22.5°, 11.25°), and although invisible to the viewer, this principle helped create an underlying aesthetic uniformity.
Challenges: Finding the right production partners to produce high quality but very low-quantity ephemera, like the fifteen shirts we had embroidered.
Favorite details: Roger gave us have tight control over each piece. As a result, we felt the brand was extended to the various mediums—print, digital, signage and apparel—with consistency and precision. We’re very satisfied with how each piece turned out.
Anything new: For the paper, we specified Mohawk’s “Inxwell Vellum,” a digital-ready stock with a subtle texture that worked well for the small size of the card. However, due to the fact that it is a softer, bendable stock, we would avoid it for a larger card where rigidity is desired.
Alternative approach: We wish that we wouldn’t have tried to create such thin borders on the business cards! Getting them trimmed consistently was a nightmare and resulted in an extremely low yield rate and increased losses.