Charles’ Barber Shop has been a trusted name in Feasterville, Pennsylvania, since 1954, when Charles—known to everyone as Charlie—first opened its doors. His straightforward approach to barbering and genuine connections with his clients turned a small shop into a community landmark. The barbershop stayed in the family, with Charles’ son, Mike, taking over, and now Mike Jr. continuing the legacy. But as the business moved forward, its visual identity lagged behind. Stock logos and generic artwork didn’t reflect the personal, timeless feeling of three generations of barbers. The owners wanted a new identity that honored their past while setting a course for their future, so I set out to capture the heart of this legacy with a fresh, cohesive brand system.
Drawing from a cherished photo of a young Mike Jr., sitting in the barber chair and giving a proud thumbs-up after a fresh cut, I built an identity system that centers on that warm, familiar moment. The thumbs-up motif became a recurring symbol in the brand, echoing the quality cuts and camaraderie the shop is known for. Balancing a classic color palette and vintage-inspired typography, the design bridges the old-school charm of Charlie’s era with a modern touch that resonates with today’s clients. The result is an authentic, flexible brand identity that captures the legacy and spirit of Charles' Barber Shop for the next generation.
The logo suite features a primary wordmark paired with several secondary marks, each thoughtfully designed to capture the shop’s history and personality. With variations for everything from signage to merchandise, each logo maintains a timeless quality that reflects the barbershop’s roots while fitting seamlessly into modern applications.
To bring even more personality to the brand, I crafted custom, hand-drawn icons that tell the story of Charles' Barber Shop.
