Roger’s logo and monogram allude to the iconic barber pole, striking a balance between his classic approach and modern sensibilities. In our initial discussions, Roger informed us that the tile in his shop was angled at exactly 22.5°. This seemingly trivial detail reflected Roger’s precision and served as a guiding principle—both figuratively and literally—for the creation of his identity. The logos and illustrations adhere to a grid based on halved divisions of 45° (45°, 22.5°, 11.25°), and although invisible to the viewer, this principle helped create an underlying aesthetic uniformity.

With limited space for signage in a busy and cluttered area, effective communication was imperative. We chose the typeface DIN for its timeless modernity, confident demeanor, and unrivaled legibility. The sign hanging in the long hallway outside Roger’s shop forgoes text and instead displays only a pair of scissors, serving as an effective wayfinding guide from afar.

Roger serves a very specific clientele and has certain requirements his clients must be aware of before booking a cut. The menu at the top provides a brief overview while allowing return customers to quickly book an appointment.