To elevate the identity from an everyday regular-looking salon to a fashionable and sleek oasis, we created a custom logotype with smooth curves and sharp angles. We exaggerated the tails on the J and K to create a modular interpretation of hair, eyelashes and brows, water, air and waves of relaxation. The whitespace inside the A and K supports the logo’s flair and contributes to an airiness fitting for a day spa.
We paired the customized lettering with a tagline set in a condensed lowercase typeface, League Gothic. We selected this contrasting typeface for its juxtaposition – a similar but not identical type treatment would have created a visual imbalance. The geometric elements of the tagline combined with the glossy curvature of Jask elevates the design and supplies it a high-end, modern appearance. The logo’s greatest strength is its recognizability, uniqueness and subtle nods to the original Jask identity.
Building on the new Jask brand, we extrapolated the identity into a full suite of collateral, including a website, a service brochure and business cards with spot UV treatment and signage for the exterior of the spa.