Working With a Brand to Define Image
This was an exciting project for our team in 2014. With a new logo and new color definitions, Citrus business owner Candice engaged us to update her image.
The timing coincided with the Benjamin Moore Main Street Matters project which would mean that several storefronts on Main St. would be freshly painted, including Citrus Salon. The Citrus storefront was unique, painted light-blue with an orange door and accents. Candice had a vision to make her image exciting and professional. Her salon offers premium service, feels like an upscale salon experience and the Citrus image needs to reflect those values. The mandate was to create a visibility strategy that is consistently seen from street traffic and pedestrian traffic while keeping the Main St. charm and representing the Citrus brand.
While the Citrus storefront has a relatively short (linear feet) presence, it boasts bright colors and a large storefront window. The black awning, which covers several adjacent storefronts, presented a challenge to maximize the visibility upward but will help focus the viewer’s attention exactly where we want it . Our best products for this storefront: window graphics, blade signs and building signs.
The window is prime real estate to focus the viewer’s attention on the logo. With the most square feet of design area, it would best fit the full version of the logo–the round tree icon with “CITRUS” in the center. Using the brand’s main color, bright orange, these die-cut vinyl graphics are very visible. The window is also a necessary space to advertise the AVEDA logo because Citrus is a proud AVEDA concept salon. The Citrus image has all the right ingredients to represent the mission and responsibility of an AVEDA partnership. These logos are reverse-cut from stripes of frost vinyl, which is a premium product that has the effect of etched glass. The die-cut frost graphics always presents an image of professionalism, beauty and success. The storefront window will also fit the largest size phone number and website for best readability. All of these design elements are easily seen when viewing the Citrus storefront.
Blade signs are always mounted perpendicular to the building face. This creates more visibility for viewers traveling through the street and not always viewing the building’s face. The Citrus image required premium sign options. This blade sign is die-cut acrylic with an oval shape. The sign could not be very large so it would not hang low (and be a hazard). Therefore, we needed to use the stacked logo text “CITRUS SALON” without the tree icon to maximize the text size for best visibility. We used dimensional letters (die-cut acrylic) painted in the brand’s bright orange and dark brown to create depth against the light blue sign background. The bright orange border around the sign perimeter energizes the dimensional letters. Dimensional letters are one of our team’s favorite products. These “sign letters” and shapes create levels of depth for visually stunning effects.
Finally, to bring the Citrus image closer to viewers it was necessary to make a building sign. This sign will hang under the outside of the awning, affixed to hardware that will allow it to safely hover over the near-edge of the sidewalk. This sign is also constrained by height so it will not hang too low. The solution, a much longer (6 foot) width sign which allows the logo text “CITRUS SALON” to be on one-line of text. This makes proportionally larger letters than any other sign at location and includes the subtext “Hair and Skin Care” to define the brand’s services. Light aluminum sign material with printed light blue pattern will also have dimensional letters for huge impact. This makes another impressive logo display to drive brand recognition and define the Citrus image at their location.
Our team had a great experience working with the Citrus brand and look forward to growing the relationship with our neighbor here in Downtown Martinez. Citrus Salon is very active in our community, where they frequently hosts local art shows, Main Street Martinez events, and they present a brand image of core values that deserve local respect. Please visit their website here: