Brand
Guidelines

We believe barbershops are the cultural heartbeat of every community, spaces where style, conversation, and transformation intersect. theCut exists to amplify that culture by giving barbers, shop owners, and clients the tools to book, pay, and manage their businesses, all in one seamless platform.

We’ve built the world's largest barbershop platform with over 7 million users and 20,000+ active barbers. Our mission is rooted in solving real pain points through simple, mobile-first tools: no extra apps, no high fees, no BS. This brand guide ensures consistency across all visuals and messaging, aligning every touchpoint with our identity: built for the culture, designed for growth.

Mission statement

To empower barbers, shop owners and clients to be the best version of themselves.

Vision statement

Barbershops are epicenters of culture. We're building the world’s largest barbershop platform, living at the intersection of all things culture, style, and technology.

This section covers the details of our wordmark. You can find a downloadable version under Resources.

What's in a name?

Everything, to sum it up. Your name is how you identify yourself. What you build your identity around. When someone who knows you hears your name, they often immediately visualize their experiences with you and think about how they will engage with you next.The same holds true for a brand.

Our name is theCut. It’s pronounced, “The Cut.” Our name is written as one word, but pronounced as two.

theCut: ‍

• The first three letters in our name are lowercase.
• The fourth letter is uppercase.
• The last two are lower case.

Our cursive logo is available via Resources. But when writing about us, our name should be written as described above.

The one exception to this rule when our name is used in a title or in a paragraph header where the text is in all caps. In this instance our name should be “THECUT”.

Color

Our logo is displayed in two colors: black and white.

Logo should never be gold.

Do display this logo white on dark background.

Do display this logo black on light background.

Don't display this logo in gold.

Don't display this logo in gold.

Exclusion zone

To ensure the logo is clearly visible, surround it with space free of elements that might cause confusion. The logo’s exclusion zone is equal to the height of the logo.

Partnerships

Follow the exclusion zone guidelines when locking theCut logo with affiliated logos. That means you should separate partner logos by a distance greater than or equal to the height of theCut logo.

Don’t make the affiliated logo larger than the height of theCut wordmark.

Do make the affiliated logo and theCut’s wordmark the same height.

Don’t align the overall affiliated logo to the height of theCut wordmark if it has an extension.

Do make the affiliated logo and theCut’s wordmark the same height.

Don’t align the overall affiliated logo to the height of theCut wordmark if the affiliated logo is a vertical logo.

Do make the affiliated logo 65% taller then theCut’s wordmark height (i.e. 74px height & 122px height)

Primitive Colors

Our primitive palette is organized into accent color, neutrals, and rainbow spectrum.

Accent Color

Lime Green Gradient: used to represent barbers in marketing and as the “Super button” color in product design.

Neutrals

These neutrals form a versatile and comprehensive grayscale. These shades are foundational in both marketing materials and app backgrounds, providing contrast, depth, and visual hierarchy. They create an experience that is consistent in shadows and highlights within the app.

Rainbow Spectrum

The rainbow spectrum in the app is thoughtfully curated, with each color indicating a different status, from alerts and completions to pending and upcoming tasks, ensuring clarity and enhancing user navigation.

A bold and clean combo to speak our truth.

Akira Expanded

Use all caps and bold weight for headers

REGULAR

ABCDEFGHIJ KLMNOPQRST UVWXYZ

bold

ABCDEFGHIJ KLMNOPQRST UVWXYZ

OUTLINE

ABCDEFGHIJ KLMNOPQRST UVWXYZ

MONTSERRAT

Use sentence case and regular/light weight for body copy and subheaders

Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Light

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

This section covers the details of our pattern. You can find a downloadable version under Resources.

Hair camo

Our custom camo pattern was created to deepen our brand identity and establish a recognizable visual fingerprint across all brand touchpoints. Inspired by hair (its flow, movement, and natural variation), this pattern reflects the culture, craft, and energy of barbers.

Do use ‘Urban’ colorway

Do use ‘Arctic’ colorway

Do use ‘Outline’ version

Do use barber gradient colorway

Do use owner gradient colorway

Don’t use high contrast.

Don’t use old pattern

Don’t use unapproved colors

Don’t alter the pattern shapes

Variations

Feel free to magnify the hair camo to create a more abstract background. You can also show the edge of the hair camo if you don’t want the pattern to fill the entire area

Do feel free to overlay linear gradient

Do feel free to overlay radial gradient

Do feel free to show only edge of grafitti.

Examples

Feel free to use dark or light camo for backgrounds. You can also combine both light and dark camo pattern for a cool contrast effect.

Do feel free to magnify and crop.

Do use in the background for banners

Do use on merch and capes

Composition and context

The people and objects we include in our photos provide our audience with all the context it needs to understand our brand. For us, that's the urban barbershop community: fresh fades, tattoos, streetwear, dope sneakers, hip hop, and street art.

Do catch a composition that leaves you feelin’ that dope vibe.

Do show off tattoos and fresh fades.

Do feel free to catch the whole shop in the composition.

Do capture a badass aesthetic, hair braids and street style.

Do use low contrast. Contrast should not exceed 1.18:1

Do use lighting to create drama and use pops of color to draw attention.

Don’t use photography that is pixelated.

Don’t use photography that feels stock or has a cheesy vibe.

Don’t use photography that looks overly cinematic or looks photoshopped.

Environment

It’s important to establish consistency with location and lighting. Preferred locations are inside a barbershop or in a urban environment and lighting should be leveraged to create drama.

Do take photos inside a barbershop and leverage depth of field (Bokeh).

Do show urban culture: city buildings and structures and streetwear.

Do use lighting and showdows to create drama.

Do juxtapose street art and streetwear.

Do use shadows to create drama and focus.

Do feel free to use rembrandt lighting techniques to create stark color contrast.

Do leverage good lighting, color saturation, and bokeh.

Do capture techniques used in urban barbershops such as white eye liner.

Do capture techniques used in urban barbershops such as graphics.

Don’t use photography with a

franchise or stock photography vibe.

Don’t use photography that feels overly staged, vintage-themed, or kitschy in a way that doesn’t align with real, urban barbershop culture.

Don’t use photography that uses harsh shadows and creates dull color.

Color palette

The people and objects we include in our photos provide our audience with all the context it needs to understand our brand. For us, that's the urban barbershop community: fresh fades, tattoos, streetwear, dope sneakers, hip hop, and street art.

Do take photos inside a barbershop and leverage depth of field (Bokeh).

Do feel free to use black and gold to match our brand colors.

Do feel free to use black and white imagery for a dramatic effect.

Don’t use photography with washed out colors with no brilliance.

Don’t use photography with overexposed lighting.

Don’t use a washed out look when using black and white grading. Keep colors saturated.

Download logo assets

This download includes SVG, PNG and EPS files.

Download pattern assets

This download includes PNG files.

Fonts

Download Akira Expanded

Download Montserrat