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TopTrend: Building a Brand with Identity, Dynamism, and Purpose
- 05/03/2025
- What I like
Talking about ElefantAmbulant is like traveling back in time to my early days as a freelancer, to that moment when each project was an opportunity to build something relevant, solid, and with its own identity.
When Ferran Ferrer contacted me to develop the identity for his new mentoring project for hair salons, I understood that it was more than just a brand. Ferran not only had extensive experience in managing hair and beauty salons, but he had also been a trainer of trainers at Universidad de la Imagen. His vision was clear: to share his knowledge and help other professionals make their salons profitable. That’s where I came in, with the challenge of giving visual and conceptual form to this idea.
From the beginning, we worked with a clear premise: We Are Trend. A claim that had already accompanied the evolution of his identity from Ferrer Estilisme to Ferran Ferrer. Based on that, we decided that the brand should encapsulate the essence of trends, evolution, and dynamism in the personal image sector. Thus, TopTrend was born.
The Visual Construction of TopTrend
For this brand, we aimed for an image that radiated dynamism and sophistication while maintaining the idea of openness and evolution. The logo is enclosed within a tilted square, but with one crucial detail: one of its sides is open. This small graphic gesture is not just an aesthetic choice but a statement of intent. The opening symbolizes flexibility, adaptability to change, and the continuous evolution that defines hair salons and training in this sector.
What distinguishes TopTrend is its ability to adapt to new trends while maintaining a solid foundation of knowledge and experience. That balance between structure and freedom is reflected in the logo’s geometry, which plays with the stability of the square and the feeling of movement and expansion.
The Color Choice: Aquamarine Green and Gradient Blue
A brand’s colors are not just visual elements; they convey values, emotions, and personality. For TopTrend, we chose a combination of aquamarine green with a gradient to blue.
- Aquamarine green represents freshness, growth, and renewal—essential values in a sector that constantly reinvents itself. It is a color that connects with creativity and innovation, two fundamental pillars in hairdressing and beauty.
- Blue, on the other hand, conveys trust, professionalism, and stability—qualities Ferran Ferrer wanted to communicate to the mentors and professionals who would be part of this project.
- The gradient between the two colors reinforces the transition, evolution, and transformation that TopTrend seeks to generate in every salon that goes through its mentoring program.
More Than a Brand: A Visual and Emotional Experience
Every detail in TopTrend’s identity was designed to strengthen the connection with its audience. The signage and apparel were created following the same graphic line, ensuring consistency and immediate recognition. We opted for materials that reflect quality and professionalism and a design that communicates dynamism without losing elegance.
Moreover, the brand’s presence on social media was built with a well-defined personality. In the digital world, having a strong visual identity is crucial, but so is the voice with which it communicates. TopTrend presents itself online as a brand that is approachable, speaks with authority and experience, yet maintains the fresh and accessible tone that characterizes Ferran and his team.
A Special Thank You
Creating TopTrend was not just a creative and strategic challenge but also an enriching experience on both a professional and personal level. A huge thank you to Ferran and Mariam for trusting my work and allowing me to be part of this special project. It became the starting point for future collaborations in other projects, which I will soon share here.
Branding is more than just a logo or a combination of colors. It is about building a story, generating emotions, and creating a lasting impact. With TopTrend, we achieved all that and more. And at ElefantAmbulant, we will continue exploring how brands can make a difference when they are designed with intention, strategy, and soul.
Stay tuned for upcoming posts, where I will showcase other projects that continue to prove how communication and branding are essential in any industry.
Until the next post.
Tito Estruch
Interim Manager in Communication | Expert in Marketing and Brand Creation