Artform is a hair salon and record store inspiring and empowering artistic self-expression by blending beauty and melody. Located in the historic Los Angeles neighborhood, Highland Park, Artform is the only destination to experience this unique synthesis of hair and music.
Having been in business for 17 years, they recognized their branding was lacking clarity and depth. Artform partnered with Ben Loiz Studio to help define their brand strategy, redesign the logo, and develop a robust visual identity system to reflect the heart and soul of the company.
The logo was conceived and crafted with a high level of meaning and detail. We felt to retain the elements in their previous mark which include the letter a, scissors, hair, and a vinyl record — all reflecting Artform’s purpose and services. The new mark is simplified, optically corrected, and made scaleable for the digital age. It’s solid as a rock, and can be displayed the size of a billboard or icon without losing its integrity.
The logotype was customized using visual cue’s from the mark. Cross bars in the A, R and F were made thinner and centered to align with and echo the line weight of the mark.
We selected two typefaces for the brand – Twen Medium and Ringside Extra Wide. Twen Medium was created by Public Type and designed by Michael Cina. It’s a condensed sans with a consistent rhythm and confidence. Ringside Extra Wide was designed by Hoefler&Co. Its fully-curved characters with diagonal stroke endings, lend it warmth and character.