Loc City Parlor, a renowned hair salon specializing in exceptional locs and twists, has established a legendary status in Northern California, from Sacramento to the San Francisco Bay Area. The brand's unique identity seamlessly blends Lao and African cultural elements, exemplified by the iconic three elephants adorned with loc-styled hair.
Collaborating with owner and loctician Phet Phomthisane, I designed the initial Versace-inspired concept in 2020, marking my return to design after a two-year hiatus. This early iteration featured an elephant with locs framed by the classic Greek key motif of the renowned fashion house.
Loc City Parlor fosters a welcoming and diverse community, dedicated to dismantling misconceptions and stereotypes surrounding locs and similar hairstyles. It serves as a hub for love and enthusiasm, uniting individuals from all walks of life who are embarking on or continuing their loc journeys.
Community: Dredlocks vs Locs
As an African American designer, I, too, was unaware of the distinction between dreadlocks and locs. This prompted a deep exploration into the community, origins, and cultural significance of these two hairstyles.
While dreadlocks have been misconstrued and even demonized in America, their origins are rooted in warrior culture. Centuries ago, when Africans were forcibly transported as slaves, the conditions did not allow for the deliberate cultivation of dreadlocks. It was the Jamaican Rastafarian culture that embraced and popularized dreadlocks in the 1930s.
Locs, on the other hand, are a hairstyle characterized by a more defined root and a well-maintained appearance. They have a rich history across diverse cultures, including ancient Greeks, Hindus, and Israelites.
Conception:
Initially, owner Phet Phomthesane envisioned a Versace-inspired logomark, substituting the iconic Medusa head with a Lao elephant adorned with locs. The surrounding Greek keys would be replaced with a custom pattern incorporating the "LC" initials of Loc City.
Logo Mark
Ultimately, we chose the logo incorporating the three elephants from the old Kingdom of Laos flag. This symbol resonated more powerfully, encapsulating the rich cultural fusion of Asian and Black influences within the locs community.
I selected Retiro Std, an elegant serif typeface, to complement the regal nature of the three-elephant logomark. The font's distinctive serifs strike a harmonious balance, conveying both luxury and authority.
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