Nylex plastics' factory in Melbourne

Hughes & Co. is based in Cremorne, Victoria; we drew from local landmarks to inform the new brand identity. (Image courtesy of Vincent Quach)

Hughes' business cards scattered on the floor - the logo is printed in a classic serif font while the ampersands are drawn on haphazardly by hand
Hughes' business cards scattered on the floor - the logo is printed in a classic serif font while the ampersands are drawn on haphazardly by hand

The logo system omits the ampersand. In the case of business cards, for example, each stylist signs an ampersand on their card as they hand it to their client.

Hughes' t-shirt design - the logo is screen printed and the ampersands are individually sewn on by hand

The staff t-shirts each have a unique felt patch sewn on the back. The material chosen for the patches is machine washable, and each t-shirt is unique.

Screen printing merchandise that clients of Hughes can buy in store

Merch designs were also produced to be displayed and sold in store.

Posters screen printed with Hughes' logo and an illustration of an eagle holding a cut-throat razor and shears - the ampersands are spray painted on
Hughes & Co.

Hughes & Co. is a hip high-end cutting studio in Melbourne, Australia. They pride themselves on being gender-neutral, neither a barbershop nor a hair salon.

Josiah Goldsmith worked with Hughes & Co. to develop a brand identity that communicates these core values. The logo system changes every time it's reproduced; the ampersand is intentionally omitted from the wordmark(s) and a staff member fills in the space themselves. This acts as a finishing touch, whilst simultaneously communicating the fluidity and non-conformity at the heart of the brand.