Creative crossover: what ten years as a hairstylist taught me about logo design

The principles of good design apply across mediums, from architecture to sculpture, product design to painting. Most creative professionals also possess an innate sense of style and the ability to forecast trends. We know when turtlenecks are coming back and which style of denim is on deck. We spot trends in music, app design, and font choice in the title sequence on our favorite Netflix shows. And while that innate style is vital to a designer's success, some honed skills separate the average from the exceptional. As an art and design student, I learned the essential tools to be a decent graphic designer. But it was only after years of working as a hairstylist in upscale salons that I truly learned the most valuable skills that I use today as a logo designer; consultation, craft, and presentation. 

I studied graphic design in college, but with no real job prospects after graduation, I began work as an apprentice in a salon. I loved the tactile nature of the work and the craftsmanship that went into creating a great haircut. I trained under some of the industry’s masters of the craft. I had a boss who was once a major platform artist and educator, trained by Vidal Sassoon in precision haircutting.  But, the skills I gleaned extended far beyond how to wield my shears, and I’m still using those lessons today as an agency owner and logo designer. 

The art of the consultation

Any stylist worth her shears will tell you that the key to a successful haircut is a successful consultation. The consultation is like the audit of the current design. What's working and what isn't? What's the problem that needs your unique solution? This stage is the beginning of the business relationship. The consultation is also the opportunity to make a killer first impression. 

When I trained as a hairdresser’s apprentice, my mentor didn’t stop at teaching me the technical skills of haircutting. She also gave me stacks of Master tapes, cassette tape lessons from Master Stylists, about building a business as a hairdresser. One piece of advice I'll never forget from those Master tapes is to stand facing your client during the consultation. The lecturer explained that too many hairdressers mistakenly stand behind their clients, talking through the mirror, with their hands in the client's hair. A more genuine connection is made by facing one another, making eye contact, taking a pause, letting the client feel heard, and not rushing the conversation to hurry up and get to the shampoo bowl.

The consult is when the designer stops to listen, gather information, and find out the problem. Suppose a hairstylist makes the mistake of walking into that meeting with an idea already forming. In that case, she may miss some key details that could be the difference between an OK result and the haircut that gives her the confidence to finally get on Bumble, nail that job interview, and become a loyal client for years to come. 

A skilled designer reads between the lines. If the classic, blonde bob with sensible shoes and an understated, but expensive handbag tells you she's ready for a big change, she must use her detective skills to know that a big change for her might be some subtle low-lights. She's not asking to change her entire look. She wants to show that she's feeling adventurous, but in the safe confines of her reliable life. This is especially true if she is a first-time client. It takes time, and several appointments, to earn enough trust to recommend she get bangs for the first time. A designer may make suggestions for improvement because she is the expert, but she can't go rogue with a shocking transformation that doesn't honor her client’s personal style. However, on the rare occasion that the client leaves it completely up to the stylist and trusts her judgment 100%, she is left wide open to have fun and play with new concepts she has been itching to try. Otherwise, it’s best to use the guardrails provided in the consultation to reign in the creative direction.

For logo designers, the key to this stage is listening, observing, taking in all the variables at work. It's not enough to accept creative direction from the client without knowing more of the story. That can mean asking about the values of the organization, naming all the decision-makers for the project, discussing the company’s plans for future growth, and questioning why they are ready to make a change now. All of this is vital information to gather upfront saving time and rounds of revisions. 

The cut

I learned that the art of cutting hair is like sculpture. Haircutting is knowing where to remove weight and where to add volume. Haircutters must consider the negative space and how it's working in the design, the angle and elevation of the comb, the density and texture of the hair. It all factors in like a geometry equation on the head. 

In logo design, a discerning font choice, color palette, and illustrations are the variables that decide the direction of the final result.  Staying true to the brand persona is key. Is the brand playful or professional, whimsical or luxe? 

This is the doing phase. Whether an artist works in concrete or clay, pixels or square feet, she knows how to solve a design problem with that big, beautiful designer brain of hers. It’s like Miss Frizzle says, "Take chances. Make mistakes. And get messy!" 

Maintenance

When it comes to maintenance, stylists and designers should consider the term of the relationship. Will the client return regularly, or is this her once-a-year splurge on herself? Does she want a classic cut that will grow out well, or a full hair color that requires a touchup every six weeks? What do her lifestyle and budget allow? 

Graphic designers consider all the practical applications of the logo or wordmark. Is it legible on a mobile device as well as the company's embroidered uniforms? Will it translate to a digital scoreboard for sponsorships and as an overlay on a dark background on the company website? 

Based on the client's needs, I deliver a versatile package of logo variations to be used across print and digital formats. 

The big reveal

Simply creating a successful logo design isn’t sufficient. It’s how the work is presented that makes a designer stand out. Imagine the big reveal on any makeover show, when the stylist turns the salon chair, and we see the final look for the first time, the moment where she sees herself in a new light and walks out feeling proud and confident.  When I reveal final logo concepts, I like to showcase the design as a presentation of a variety of practical applications relevant to their business. I’ll include mockups of the logo on a tote bag, business card, letterhead, mobile app, sticker, or packaging. Taking this extra step is like the stylist walking you through the steps to achieve your new look at home.  

Just like a fully booked hairstylist, my branding clients trust me to make them look good. My aim is to delight my clients with a transformation that makes them feel seen and understood, sending them back out better than when they came in. As brand "stylists," I get the opportunity to ignite a new sense of pride in my clients, boost employee morale, and improve a brand's reputation. 

I'm certainly not the best technical designer. I'm not a skilled illustrator. And I've never made my own font (#goals). I don't know all the latest shortcuts and Adobe tools. But, I do relentlessly practice the craft of communication and presentation in my design process.  The detour of my career path into the world of hair helped me gain confidence in my communication, sales, and rapport building that I would have never learned in a classroom.  So, continue to look outside your laptop for the answers to creative problem-solving.  Take a break from the pixels and get your hands dirty again in a new (or old) medium. It’s this creative crossover into new territory that allows us to expand our perspectives on design.