Bella Via Salon chosen concept

I recently rebranded Salon Bella Via, a local “diamond in the rough” of a salon for our small town. Their main request was to have an identity system that would appeal to the variety of clients they serve which are both male and female. This is the direction they landed on which married both the hard and soft concepts they wanted in a modern way. For the monogram, I played with sharp angles and rounded lines to create a mark that abstractly represented the B and V with subtle references to strands of hair. I wanted the type to feel modern and high end but still approachable. It was important that the monogram and word mark could stand alone so that they could use the system across a wide range of items both physical and digital.