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Logo Savvy by Dann Ilicic, Perry Chua

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288 Title: RP: logo Sauuy
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288 Title: RP: logo Sauuy
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Metaphorical
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Text
gia
Though the identity was inspired by Italian heritage, the brand needed to be perceived as hip and modern.
To incorporate these important qualities into the wordmark, WOW’s designers used a typeface that
possessed the characteristics of a classic serif face and presented it in a clean and uncluttered fashion.
The four-point star symbol in the logo represents the salon’s
commitment to unparalleled service and the promise of a
rejuvenating experience for its guests. The typeface in the
logo was modi ed from an existing font that had the basic
attributes (modern, sophisticated, and premium) WOW was
looking for. The typography was kept contemporary to avoid
too much of an Old World European feel. After all, the
salon practiced traditional techniques with state-of-the-art
equipment and technology.
A BRAV E LAUNCH
For the salon’s launch, WOW’s designers developed a
grassroots campaign around art and beauty that would attract
curious customers. Groups of fty people dressed in orange
wigs and T-shirts, some on stilts, paraded through the city
of Edmonton holding signs with the salon’s website address,
“whatisbeauty.ca?” Handouts in the shape of a leaf were hung
from tree branches downtown and given out on the streets,
also including the “whatisbeauty.ca?” message. The website
provided details about the salon and its opening day art
contest, where six bikini-clad women were asked to create a
unique piece of art—using only their bodies as a paintbrush.
Perugia Salon Spa is enjoying its exceptionally bold presence
in the marketplace and is currently making plans to open
more salons in North America.
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