Brand
Guidelines

Overview

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 17,000+ 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.

Wordmark Logo

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

theCut logo

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
Do write our company name lowercase except for the letter uppercase “C”.
THECUT
Do display our logo in all caps if used with a header or title that is presented in all caps.

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.

theCut logo white
Do display this logo white on dark background.
theCut logo black
Do display this logo black on light background.
theCut logo gold
Don't display this logo in gold.
theCut logo 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.

Exclusion zone

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.

Partnerships
Don’t make the affiliated logo larger than the height of theCut wordmark.
Partnerships
Do make the affiliated logo and theCut’s wordmark the same height.
Partnerships
Don’t align the overall affiliated logo to the height of theCut wordmark if it has an extension.
Partnerships
Do make the affiliated logo and theCut’s wordmark the same height.
Partnerships
Don’t align the overall affiliated logo to the height of theCut wordmark if the affiliated logo is a vertical logo.
Partnerships
Do make the affiliated logo 65% taller then theCut’s wordmark height (i.e. 74px height & 122px height)

Brand color palettes

We’ve organized our main color palette into three categories primary, nuetrals, and gradients. This could expand over time.

Foundation colors
Primary
HEX 000000
White
HEX FFFFFF

Our primary colors are black and white — bold, clean, and timeless. They reflect our focus on simplicity, clarity, and confidence. Black serves as the foundation of our visual identity, setting the tone and attitude of the brand. White provides contrast and space, giving our layouts room to breathe and keeping the experience focused. Together, they create a strong, minimal framework that allows our photography, typography, and community to stand out without distraction.

User gradients
Barbers
HEX F3F625-A4FF8A
Clients
HEX FF5B9D-FFC76B
Owners
HEX 6B7EFF-BB45FF

Each user type in theCut ecosystem — Barbers, Clients, and Shop Owners — is represented by a distinct gradient. These gradients visually reinforce identity and create an instant connection between our users and the brand.

We use these gradients across marketing and product design as subtle accents — often behind pill-shaped labels, layered into our hair camo pattern, or as highlight moments within motion graphics. Their role is to bring personality and recognition to each user group without overwhelming the core black-and-white aesthetic.

Primary app tint
Gold
HEX DDC686

Our gold tint represents what we want for every barber: success, achievement, and triumph.

It is used exclusively as our primary tint color within the app — drawing attention to key actions and moments without overwhelming the interface. Gold is meant to highlight, not dominate.n behind pill-shaped labels, layered into our hair camo pattern, or as highlight moments within motion graphics. Their role is to bring personality and recognition to each user group without overwhelming the core black-and-white aesthetic.

We no longer use gold in marketing materials. This shift allows our brand to stay clean, versatile, and focused on showcasing the real people and work that define theCut.

Neutrals
Black
HEX 000000
Gray-1
HEX 111111
Gray-2
HEX 181818
GRAY-3
HEX 222222
Gray-4
HEX 333333
Gray-5
HEX 515151
gray-6
HEX 808080
Gray-7
HEX D3D3D3
White
HEX FFFFFF
Blog colors
Business
HEX 63FF3C
Career
HEX FFB13C
Lifestyle
HEX 3CFFFF
In the app
HEX FF3CB0
Featured barbers
HEX 623CFF
Gradients
Gradient-1
HEX 84F7FF-07C400
Gradient 2
HEX E9649B-2B0096
Gradient-3
HEX FC7437-FF0467
Gradient 4
HEX F1D9FF-6B7EFF
Gradient 5
HEX 00FFDE-FF51F9
Gradient 6
HEX F3F625-A4FF8A
Gradient 7
HEX 13B5BB-EFFF6D
Gradient 8
HEX DDC1FF-FF5B9D
Gradient 9
HEX FDA76F-FFFE000
Gradient 10
HEX FF5B9D-FFC76B
Gradient 11
HEX FF5A54-7EB7FF
Gradient 12
HEX 8984FF-8984FF
Gradient 13
HEX A4508B-5F0A87
Gradient 14
HEX 90D5EC-FC575E
Gradient 15
HEX 6B7EFF-BB45FF

Our fonts

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

Patterns

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.

Patterns examples
Do feel free to magnify and crop.
Patterns examples
Do use in the background for banners
Patterns examples
Do use on merch and capes

Photography

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.

Photography composition and context
Do catch a composition that leaves you feelin’ that dope vibe.
Photography composition and context
Do show off tattoos and fresh fades.
Photography composition and context
Do feel free to catch the whole shop in the composition.
Photography composition and context
Do capture a badass aesthetic, hair braids and street style.
Photography composition and context
Do use low contrast. Contrast should not exceed 1.18:1
Photography composition and context
Do use lighting to create drama and use pops of color to draw attention.
Photography composition and context
Don’t use photography that is pixelated.
Photography composition and context
Don’t use photography that feels stock or has a cheesy vibe.
Photography composition and context
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.

Photography enviroment
Do take photos inside a barbershop and leverage depth of field (Bokeh).
Photography enviroment
Do show urban culture: city buildings and structures and streetwear.
Photography enviroment
Do use lighting and showdows to create drama.
Photography enviroment
Do juxtapose street art and streetwear.
Photography enviroment
Do use shadows to create drama and focus.
Photography enviroment
Do feel free to use rembrandt lighting techniques to create stark color contrast.
Photography enviroment
Do leverage good lighting, color saturation, and bokeh.
Photography enviroment
Do capture techniques used in urban barbershops such as white eye liner.
Photography enviroment
Do capture techniques used in urban barbershops such as graphics.
Photography enviroment
Don’t use photography with a
franchise or stock photography vibe.
Photography enviroment
Don’t use photography that feels overly staged, vintage-themed, or kitschy in a way that doesn’t align with real, urban barbershop culture.
Photography enviroment
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.

Photography color palette
Do take photos inside a barbershop and leverage depth of field (Bokeh).
Photography color palette
Do feel free to use black and gold to match our brand colors.
Photography color palette
Do feel free to use black and white imagery for a dramatic effect.
Photography color palette
Don’t use photography with washed out colors with no brilliance.
Photography color palette
Don’t use photography with overexposed lighting.
Photography color palette
Don’t use a washed out look when using black and white grading. Keep colors saturated.

Resources

theCut logo white
theCut logo black
Download logo assets

This download includes SVG, PNG and EPS files.

Stamped
Stamped
Download logo assets

This download includes PNG files.