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5¢59 Identity

Brand identity, 2019

A brand book for 5¢59, Five Cent Five Nine, a Bay Area barbering crew. The mark is an ambigram, a nod to a cut that reads right no matter how you look at it, drawn with clean lines and an anti-corporate edge so the crew comes across as an authority without going cold.

The system runs on two reds against black and cool gray, Knockout for titles and Helvetica Bold for body copy, and it rolls out across business cards on deep red and black stock, laptop stickers, jackets, and the shop front. The book closes with the mission statement and a Jack Kornfield line: “If your compassion does not include yourself, it is incomplete.”

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