It's in the Cards

Stuart Gavert, co-owner of the Beverly Hills, CA-based Gavert Atelier, wasn't sure he liked his graphic designer's business card design when he first saw it, but it grew on him. "The salon is so stark and minimalist that we thought we'd soften up the card a little bit," he says. The whimsical silhouette of a woman's face and updo, in a warm shade of brown, evokes just the element of fantasy and escapism that Gavert feels his salon represents to clients. The recycled card stock reflects the salon's dedication to recycling, while the simple logo, in the Myriad Condensed font, was inspired by Gavert's love of poet E. E. Cummings' use of lowercase lettering. —L.A.