Geoffrey Taylor combines modern nuance with historical letterforms for Shinko’s composed identity

Melbourne-based wellness studio Shinko – providing treatments and barbering that combines western hairdressing with Eastern wellbeing practices – have worked with fellow Melbourne native and designer Geoffrey Taylor to develop their glossy identity.

Following the theme of duality – inspired by the translation of the name Shinko, meaning ‘new and old’ in Japanese – the identity elegantly combines two contrasting, yet equally as commanding, typefaces; Blaze Type’s premiere blackletter Emeritus and Dinamo’s Monument Grotesk, cut in a bespoke weight corresponding to the former. Together the pair create a compelling presence whilst laying a bold foundation for the identity; combining the serene nuance and contemporary flavour of Monument Grotesk with the unapologetic, historically-inspired letterforms of Emeritus. The identity’s dual motif continues into the use of Kanji in tandem with the Latin letterforms in the wordmark, taking inspiration from the owner’s Japanese family crest, as well as the cyclical notion of the studio’s service.

The cool and composed mood of the identity is palpable, maintained through the brand’s supporting elements, one such being the image treatment. Once again denoting the idea of contrast, the imagery used throughout is analogue photography that is digitally treated – creating a bitmap composition – creating not just a conceptual contrast, but a unique, tactile and, most notably, ephemeral texture. This complex yet subdued sentiment is then mirrored through the soft monochromatic choice of colour palette, whereby the identity’s more flourishing typographic moments, in contrast to the palette’s supportive role, are given the space and spotlight they deserve.

Geoffrey Taylor