<span class="vs">V’s</span> Brand Guide

/ logos

Brand Logos

V’s main logo is a round emblem mark — a badge of authenticity. Use additional logo variations as needed.

Primary Logo

V’s Main Round Logo

Main Logo Variations (only two)

All White

All Black

Secondary Logos

V’s Stacked Logo

V’s Monogram Logo

V’s Horizontal Logo

Approved Color Combinations

Background	Logo Color	Notes
Black	Tan or White
Tan	Black or White
White	Black, Tan, or Dark Green
Dark Green	White or Tan
Photo	Main round logo, or White, Tan, or Black	Choice depends on the photo and any gradient overlay. The logo must be LEGIBLE with clear contrast against the photo.

Maintain clear space around the logo equal to a minimum of 40 pixels on each side.
Never stretch, rotate, recolor, or alter the logo.
No gradients, glows, or effects added to any logo, ever.
A minimal black drop shadow may be added to a logo over a photography background only.
Never recreate the mark in alternate typefaces.
Never place on busy backgrounds or patterns. Solid V’s palette or photography background only.
The V’s main round logo is never placed on a black background. Use the All-White variation instead, or secondary logo marks in approved colors.
The main round logo is never given a border (white or any color) around the outside edge.
The Stacked, Horizontal, and Monogram logos may appear in any of the V’s primary brand colors (Black, Tan, Dark Green, or White).

/ color

Color Palette

Black, white, tan, and green are the brand's color foundation. Red carries significance and depth, used selectively. Neutrals are white, light tan, light gray.

Primary Palette

V’s Black

#0A0A0A

RGB 10 10 10
CMYK 0 0 0 100

V’s Tan

#91805D

RGB 145 128 93
CMYK 42 42 68 12

V’s Tan Hover

#726549

Hover/active state for tan UI

V’s Green

#2C4F44

RGB 44 79 68
CMYK 80 47 68 41

V’s Green Hover

#1B2E28

Hover/active state for green UI

V’s Red

#872419

RGB 136 36 27
CMYK 29 95 100 32

Neutral Palette

White

#FFFFFF

Page backgrounds, reversed type, high-contrast surface.

Light Tan

#EDE8DC

Secondary surface, card hover, warm panel fills.

Gray (medium)

#D3D3D3

Dividers, borders, muted UI surfaces.

Gray (off-white)

#F9F9F9

Light gray surface, alternate page background.

Special Background — Dark Green Gradient

Dark Green Gradient

#2C4F44 → #102A24

Hero blocks, feature sections, immersive panels.

V’s Red is V’s only true accent color, used sparingly. Red is the only color in this section that is never used as a background.
An additional background option is a dark green gradient using #2C4F44 to #102A24.

/ typography

Brand Fonts

Brandon Grotesque is the workhorse. LHF Robusto and LHF Elixir carry the heritage moments. LHF Garner used for editorial body or as an alternative to Brandon Grotesque.

Brandon Grotesque

Tap to type your own preview

Sans-serif. Headlines (ALL CAPS, Medium or Bold, font-size: 30px, 2px letter-spacing). Body & captions (Regular or Medium, font-size: 16px, line-height: 28px, letter-spacing: 1px).

LHF Robusto

Tap to type your own preview · always lowercase

Bold, vintage display. ALWAYS LOWERCASE ONLY. Used for headlines, sub-headlines, or decorative moments. Font-weight: 400, letter-spacing: 2px, font-size: 40-50px.

LHF Elixir

Tap to type your own preview · always lowercase (exception: V)

Decorative script-serif. ALWAYS LOWERCASE ONLY. The only letter that may be capitalized is "V" for brand consistency. Used for taglines, accents, or signage flourishes. Font-weight: 400, letter-spacing: 1px.

LHF Garner

Sample text

WALK-INS WELCOME

Serif body face. Mixed case. Used for editorial body copy or as an alternative to Brandon Grotesque when needed. Font-weight: 400, letter-spacing: 1px, font-size: 14-16px.

Hierarchy

Level	Face	Treatment
H1 / Brand statement	LHF Robusto	Lowercase only, very large scale
H2 / Section headline	Brandon Grotesque Bold	ALL CAPS, letterspaced
H3 / Sub-headline	Brandon Grotesque Medium	ALL CAPS
Body — UI	Brandon Grotesque Regular	Mixed case, 14-16px
Body — editorial	Brandon Grotesque Light or Regular	Mixed case, 16-18px
Caption / fine print	LHF Garner Regular	Mixed case, 12-14px

LHF Robusto is always lowercase. Non-negotiable.
LHF Elixir is always lowercase. Non-negotiable. (Exception: "V" may be capitalized for brand consistency in this font.)
Every font needs a minimum of 1px letter-spacing. Headers may go up to 2px letter-spacing.
Never more than three typefaces in a single piece.
Minimum body size: 14px web, 9pt print.
Never use decorative faces below 18px.

/ buttons

Buttons and Links

Design guidelines for all buttons, links, and hover effects.

Primary — dark green / white

Find a Location Book a Reservation

Secondary — tan / white

Download Logos Add to Cart

Outline 1 — dark green border

Find a Location Learn More

Outline 2 — tan border

Add to Cart View Services

Outline 3 — white border (dark/photo backgrounds only)

Book a Reservation Learn More

Text Link

Read more View all services See Locations

8px border radius on every filled and outline button — never sharp corners.
All caps. Brandon Grotesque Medium, 14px, 1px letter-spacing.
Padding is 14px top/bottom and 35px left/right on every button.
Outline buttons use a 2px border.
Outline 3 (white) is reserved for dark or photographic backgrounds — never on white or light surfaces.
Never use more than two buttons stacked vertically or horizontally.
Hover state is required on every interactive element.
Use "reservation" — never "appointment."

/ accents

Design Accents

V’s has a small set of repeating decorative elements borrowed from apothecary labels and vintage barbershop signage. Use them with intent.

Diamond Accent

Diamond in Tan or White. Used on either side of a headline as a beginning-and-end design element. Can also be used in any of the four corners as filler.

Diamond Flourish

Diamond with horizontal flourishes, in Tan or White. Use as a divider between major content blocks, or above/below a pull quote.

Line Break

Thin rule with center diamond, in Tan or White. Use to break long content into sections.

Call-out with Flourish

Framed tan rule above a callout headline. Use sparingly — once per page for editorial pull quotes or headlines.

Always Tan or White. Never recolor an accent outside of those colors.
Quotation accents are to be used sparingly. Do not overuse.
Scale proportionally — never stretch.

/ mascots

V’s Mascots and Additional Marks

V’s has illustrated personalities used selectively across in-shop signage, social, and Groom U™ content. These are used as added graphics where applicable — not used in everyday marketing materials.

Mr V — The Founder Caricature (3 poses)

Mr V — Pointing 1

Use when V’s is being recommended or endorsed.

Mr V — Pointing 2

Use for product recommendations, in-shop signage.

Mr V — Peace Sign

Use in friendly, approachable moments. Holiday posts, welcomes.

Vic — The V’s Brand Mascot (4 poses)

Vic — Foam Finger

Pep-rally energy. Celebrations, big launches, sports-tied moments.

Vic — Letter Jacket

Heritage / collegiate energy. Apparel, alumni tone.

Vic — Open Hand

Welcoming, invitational. Offers, opt-ins, openings.

Vic — Peace Sign

Casual, friendly sign-off. Use at the end of a piece, never as the lead.

Mascots never replace the V’s badge. They live alongside it, never instead of it.
Mascots only appear on V’s Tan, V’s Green, or approved neutral palette colors. Never on V’s Black or V’s Red.
The only acceptable colors for a mascot to be recolored are White, Black, Tan, or Green.
Never crop or alter a mascot pose.
Maximum one mascot per piece of collateral.
Mr V poses are reserved for moments that genuinely benefit from the founder's voice — they are not generic illustrations.

/ photography

Photography Guidelines

Every image should feel at home in a V’s world — warm color grade, masculine environment, real moments.

Style Reference (Do / Don't)

Lighting

Warm, golden, glowing.

Don't

Lighting

Cold, blue, clinical.

Subject

Real barbers, real patrons.

Don't

Subject

Generic stock models.

Environment

In-Shop (barber chair, station, barber + patron) and Lifestyle (bathroom sink, shower, travel bag). Studio is acceptable for product photography only — all-white backgrounds or flatlays.

Don't

Environment

Salon-style settings. Barbershops that are not V’s locations. Empty studio for non-product use.

Composition

Heritage detail close-ups.

Don't

Composition

Cropping out the chair.

Tone

Confident, comfortable.

Don't

Tone

Posed, stiff, salon-style.

Color grade

Tan, sepia warmth — vibrant, modern, masculine.

Don't

Color grade

Heavy filters, trendy LUTs.

Photography Don'ts

Specific situations that should never appear in a V’s image:

Barbers with backwards hats.
Pink, purple, or any non-brand color combs, hair dryers, or salon-style equipment.
Barbers in unapproved uniforms.
Non-essential products on the back bar.
Barbers using their fingers to apply or scoop out product.
Empty barber chairs facing the mirror. Chairs should always face the door.

/ brand_voice

V’s Brand Voice

Four pillars. Say this — not that.

Confident, not arrogant

"America's Best Barbershop."

"We try to provide a quality experience we hope you'll enjoy."

Warm, not soft

"Walk-ins always welcome."

"Feel free to stop by, we'll do our best to fit you in!"

Classic, not stale

"Nostalgia with a modern twist."

"Old-fashioned values in today's fast-paced world."

Real and humorous, not corporate

"Are you a dude who doesn't know what the #$@% to do once you get home?"

"We provide comprehensive educational resources for post-service grooming."

/ verbiage

Verbiage & Vocabulary

The words we use — and the words we avoid.

Approved Vocabulary

Authority

Our positioning word. V’s is The Authority in Men's Grooming.

Patron

Always — instead of "customer" or "client."

Reservation

Always — instead of "appointment."

Barber

Skilled professionals. Never "stylist," "technician," or "cosmetologist."

Shop / Location

V’s locations are either "locations" or "shops." Never salon or studio.

Mr. V

The founder — referred to with affection and respect.

Gentleman / Gentlemen

Formal address.

Dude

Casual address. Used in Groom U™ and social.

Handsome

Loaded brand word. Used deliberately.

Walk-ins Welcome

Brand promise. Can state anywhere reservations are mentioned. Not a requirement, but adds value/benefit.

Neck Shaves Always Free

Brand promise. Can state anywhere reservations are mentioned. Not a requirement, but adds value/benefit.

Words to Avoid

Appointment

Use RESERVATION.

Customer / Client

Use PATRON.

Stylist

Use BARBER.

Salon

Use SHOP, BARBERSHOP, or LOCATION.

Pamper

Spa-adjacent. Don't use.

Trendy / Fashionable

V’s is classic, not trend-driven.

Staff / Employees

Use BARBERS, TEAM, or FAMILY.

Product Micro-Copy Pattern

Short. Declarative. Benefit-led. Two to five words per line.

"Naturally Matte. Seriously Smooth."
"Holds Like Wax. Washes Out Like Gel."
"Look Fine Without the Shine."
"Formulated by Mr. V Himself."

/ taglines_trademarks

Taglines & Trademarks

Primary brand lines, ranked usage guidance, and the trademark list.

Primary Taglines

Bringing Back Handsome™
The Authority in Men's Grooming
America's Best Barbershop™
It's a Guy Thing™
Bring the Barbershop Home™
Barbershop in a Bottle™
Groom U™ / Groom University™
Dude Diligence™

Tagline Usage

1. Bringing Back Handsome™

Ultimate brand line. Website, advertising, print, and signage.

2. It's a Guy Thing™

Brand identity, apparel, website, advertising, social.

3. America's Best Barbershop™

Brand identity, apparel, website, advertising, social.

4. Bring the Barbershop Home™

Primarily used for e-commerce and product marketing.

5. The Authority in Men's Grooming

Positioning line. Mission, vision, executive comms.

6. Groom U™ / Groom University™

Educational platform, blog section, all educational social or e-commerce content. "For Dudes, By Barbers."

7. Barbershop in a Bottle™

Specifically saved for V’s Authentic Barbershop Tonic. It is the smell of our barbershops.

8. Dude Diligence™

Used to encourage men to do their "dude diligence" — to educate themselves via Groom University™ or vbarbershop.com to find the best services, products, and techniques to groom themselves better.

Use the ™ symbol on first use of any trademarked tagline in new material. Drop the symbol on subsequent mentions in the same piece.

/ do_dont

Do & Don't

The non-negotiables.

Do

Spell the brand V’s Barbershop — capital V, apostrophe, lowercase s. Always.
Use "reservation," "patron," "barber," "shop."
Apply the ™ symbol on first use of every trademarked tagline.
Lead with bold, short, declarative copy.
Always state "neck shaves always free" and "walk-ins welcome."
Keep heritage details in every photo (chair, lather, towel, tool).
Use Black or Tan as the dominant color. White or light gray as page background.

Don't

Don't spell the brand "Vs Barbershop" or "V'S BARBERSHOP."
Don't use "appointment," "customer," "client," "stylist," "salon," "pamper."
Don't use generic stock photography without authentic barbershop context.
Don't use cold or clinical lighting in any photo.
Don't recolor, stretch, or modify the logo or any accent.
Don't use more than one mascot in a piece.
Don't use fonts or colors outside of this guide.
Don't use photography that showcases other barbershops.
Don't use AI-generated photography to depict anything inside of our barbershops.

V's Brand Guide

Brand Logos

Primary Logo

Main Logo Variations (only two)

Secondary Logos

Color Palette

Primary Palette

Neutral Palette

Special Background — Dark Green Gradient

Brand Fonts

Buttons and Links

Design Accents

V’s Mascots and Additional Marks

Mr V — The Founder Caricature (3 poses)

Vic — The V’s Brand Mascot (4 poses)

Photography Guidelines

Photography Don'ts

V’s Brand Voice

Verbiage & Vocabulary

Taglines & Trademarks

Do & Don't

Do

Don't

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