Trend Lab Brand Development

The Briefing

Selected by Schwarzkopf Professional to create the branding concept for their first International Trend Lab – a dynamic in-house production studio, producing highly-relevant trend-led industry content – we were asked to explore three specific routes for the logo development: firstly incorporating the Trend Lab into the existing ASK Education logo; secondly, a completely new wordmark paying specific attention to letter spacing and font weight and; thirdly, a concept that pushes creativity further, with a hipster font, visualised in a ‘modern, arty’ way.

The chosen logo was the result of the second development route, featuring a clean, modern font, with the emphasis placed on the word ‘trend’, accompanied by design accents to suggest the corners of a photo or video – suggesting the fashion industry-inspired routes of the brand. These corners gave the mark a recognisable design element which could be utilised in promotional and education materials, giving the impression of a focus point… exactly the purpose of the Trend Lab itself!

In order to integrate the logo into any Trend Lab video content in the future, we went on to produce an animated ident that could top-and-tail any externally produced rich media content. Following the success of this project, and to conclude the logo development strategy, we were commissioned to create a promotional video to showcase at the brand’s launch event – advertising the new concept and providing inspiration to the hairdresser. This involved creating a storyboard and shot list alongside the client, with full video editing to produce the final piece.

The Challenge

The biggest challenge was to create a modern impactful logo that represents the immediate nature of trends, whilst sitting comfortably next to the overarching branding of Schwarzkopf Professional and ASK Education.

The Solution

• Clean, modern font
• Photo snapshot-style corner elements
• Simple black, block logo to enable easy application over flat or moving imagery
• Storyboards, shot-lists and full video production for launch event animations