Marcelo Amado Salon is a wordmark designed with an irreverent typeface with a powerful elegance. It is ultimately precise and subtle yet it remains flowy and temperamental. The design was inspired by the Japanese modernist aesthetic as well as the fashion world [past, present and future] for its unapologetic nature and opulence through the purity and the tension of its lines yet unconventional forms and rhythms. The brand uses a signifier for some collaterals materials. The color palette starts from nature oriented tones traveling through earth tones with a touch of peach color, evoking modern, classic, elegant and establish spirit of the brand.