Cult ≈ Cult Edu
Brand Identity for Brett McDonald’s elegant and contemporary London salon-school-art-space.
At CULt, hair and art are interchangeable. So everything from logo, to stationery, to website, to editorial layout, to art direction, to brand book had to communicate this message.
The unifying graphic element is the circle, which is used to represent the fluidity between the three core brand values: art, hair-styling and instruction.
The brand has two facets: The public-facing CULt salon & art space, and the cosmetology school CULt Edu. Graphically, these elements are differentiated through color (charcoal and oyster, respectively) which like the two entities, can work independently or complement one another.
Three early ideas for the art direction: Just about hair, dark photography and textures.