Contributed by Mason Wells of London-based Bibliothèque.

Flint identity design

Flint is a hair salon based in Norwich. The design solution expresses the Flint ideology of craftsmanship and modernity. Stone-age cutting tools made from Flint (a material found in abundance in the Norfolk area) illustrate this identity for the boutique hair-salon.

The name Flint came from the material and its use in the local area. For instance the church opposite the salon uses Flint on the exterior walls — using that as a starting point we connected the use of Flint as a stone age cutting tool and the use of scissors as the hairdressers cutting tool.

The visual language uses devices found in museums dedicated to the display of local artifacts such as vitrines, measuring scales, and captions.

Flint identity design

This card resembles a vitrine found in a local museum. Other cards use flints from different periods of the stone age. Each one is perforated either horizontally, vertically or diagonally to reinforce the act of cutting.

Flint identity design

Flint identity design

Flint identity design

Flint identity design

Flint identity design

Flint identity design

Elsewhere on Identity Designed: Boskke.

More identity projects on the Bibliothèque website.


December 20, 2010


I think the poster illustrates the brand the best. To look just at the logo, I couldn’t put a face too it but after seeing the postcard and poster it comes together. I love when brands have back stories behind them and I think the flint idea is ingenious!

Is there missing something in this design? I am not sure though but I feel something is getting hidden:
1. It may be the main objective of the salon
2. It may be the core value of their work

When I saw the logo at a glance I got confused about their work or the nature of their work. It seemed as if, I am browsing a archeology or anthropological organization. I may be wrong but somehow the design missed to convey the real gist of the organization.

Just a thought :(

I would love to know how they managed to make the salon and the people in it black and white :) Overall, a nice twist on modernist design.

Agree with Debashis: a think this rock metaphor is a little “too far” from the reality, despite of the traditions and stuff.

Thanks, Willian :)
When designing a visual identity, what I believe is to have a thorough study on the background of the organization including the factors necessary their existence. Any design if properly blended with the help of grids, dimensions and color could look astounding but will be of no use unless it speaks the organization itself. Creating an identity is not about making a design that looks marvelous rather it is about representing the organization as a whole!

Here in FLINT case, they took a concept from stone-age cutting tools and the scale that is used for measurement. Whereas, in my opinion if they would have tried to show the Flint ideology of craftsmanship (by some means showing one of their tools blended with a good serif font) in their logo, then that would have been much better.

Please comment, if I am wrong !!

it’s like they smash your head with stones rather than precisely cutting your hair…

this case could be a good example of artistic wins over functional design

I’m totally confused. Granted everyone is a critic, but this simply doesn’t communicate in my opinion. I can only assume this salon is aspiring to attract an extremely niche (and alternative-thinking) target audience. However how you can attribute this profile, based on a percentage of the average punters on the high street looking for a cut, is beyond me. Sorry.

Hats of to Bibliotheque, this is a thoroughly interesting, thoughtful and innovative approach, and executed immaculately.

True, without a rationale present, the identity may not straightforwardly convey the nature of the business, but I think this gives it a sense of strong sense of intrigue and has probably been a good conversation starter with clients and people unfamiliar to the salon.

Good stuff.

I can’t believe the lack of imagination some of people above have.

Why should it be obvious when it comes to identity .

I know were the salons location is , it’s opposite a very famous nap Flint wall which is part of a local history museum , also located in spitting distance is a local Flint church , and you may of guessed Flint is a local stone .

Great work Bibliotheque.

Perhaps some the contributors are looking for this to translate globally? I not sure why it would have to, unless they are hoping folks will travel 500 miles to get a trim. I think it’s possible that anyone whom might actually patronize this shop (realistically/geographically), would have a reasonable, if not perfectly clear understanding of the ‘flint connection’.

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