LET ME TELL YOU ABOUT US:
Supercuts is a leading salon chain in the Affordable Haircare (AHC) category. Affordable Haircare salons are known for providing a quality cut at a reasonable/low price. Within the AHC category, there is an overall lack of perceived uniqueness between salons, driven by the belief that all salons offer the same benefits.
Because of the low-cost cut offered and performed in a short amount of time, Affordable Haircare salons, including Supercuts, have to deal with negative perceptions of being chop shops, providing only cheap, quick haircuts for men.
These common beliefs are misperceptions, particularly at Supercuts. The truth is Supercuts offer more than just cuts, as their salons offer services like coloring, highlights and waxing. In addition, Supercuts stylists are the best trained in the business, continually learning new trends and techniques.
HERE IS WHAT WE NEED:
Develop a simple, ownable, differentiating graphic icon design for the Supercuts brand to be utilized across the communications and marketing mix creating consistency for the brand, from storefronts to advertising to the web. The icon will primarily be used in conjunction with or as an extension of the current Supercuts logo, but it should also be able to stand alone in spaces unable to hold the full logo (i.e. URL favicon, Facebook, store signage). This serves their long-term goal of developing a simplified, stand-alone signal for the brand.
Please demonstrate the icon in a black and white vector art icon design. Show two versions of the icon one with the Supercuts logo (attached) and one as a stand-alone.
OUR TARGET AUDIENCE IS:
Your icon design should especially appeal to the male segment of our Supercuts target, particularly 18-49 year old guys. Attitudinally, these guys want to look good but arent chasing the latest trend. In choosing to go with AHC salons they show their smart, practical side. Its not that theyre cheap; theyre looking for quality at a good price.
If at all possible, we want this logo to convey that we understand guys who they are, what they want, what they need
At Supercuts, we understand that they want a haircut that looks good and fits their own style, stylists who listen and give good advice, fast and efficient service, a place thats up-to-date, but not too trendy and, ultimately, they want to feel good about themselves.
Not only do we understand all this, but we have what they need (great cuts/styles, services and excellent stylists) to keep them feeling confident and on top of their game.
Note: While we mainly target guys, the design should not alienate women. Women are both a direct source of business and important influencers for some guys in our target.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
Emphasize Contemporary, High-Quality, Confidence, More than Haircuts
De-emphasize Speed, Cheap
Please avoid using styling tools (scissors, clippers, combs, etc) in your design.
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