Aurium is a modern gents salon brand seeking a distinctive visual identity and cohesive brand toolkit that communicates luxury, warmth, and contemporary beauty across all touchpoints. Project overview Aurium requires a complete logo design and brand toolkit to support its launch and growth as a premium, experience-led salon brand. The project will create a clear, recognizable identity that works seamlessly across in-salon, digital, and print channels. Objectives Develop a primary logo (and lockups) that reflects Aurium’s personality: elegant, modern, and approachable luxury. Build a brand toolkit that ensures visual and verbal consistency across all marketing, service, and environmental touchpoints. Differentiate Aurium from competing salons through a strong, ownable aesthetic and brand voice. Scope of work Brand foundations: mission, values, positioning, and a concise brand story to guide creative decisions. Logo suite: primary logo, secondary/logo mark, and favicon/social icon variations, including monochrome and reversed versions. Visual system: color palette, typography hierarchy, basic layout rules, and supporting graphic elements or patterns. Salon-specific applications: Signage and storefront direction (exterior and interior usage mockups). Service menu, appointment cards, and price list templates. Business cards and simple stationery (letterhead/email signature). Social media templates for posts and stories (launch, offers, testimonials, before/after). Brand voice snapshot: tone of voice guidelines, key messaging pillars, and example headlines/captions tailored to salon audiences.