Give me some space please!

It jars – and makes me question the brand's accuracy in terms of hair styling, too!

Nevermind the name… ‘bad apple’ perhaps not my first choice to establish a salon and retail shop for hair – but I don’t know their target market so it may be just right. (Remember the worries of dying hair blonde which sometimes reacted with swimming pool water to create a green streak?!)
Why do I not know who they are after? I am just not at all tempted to venture into the shop simply because of the signage. How sad am I. It is clearly legible despite the incorrect use of the short hyphen between their strap line. Call me a typo nerd, but these things all add up to the whole brand image in my mind, and since the use of hyphens, n-dashes and m-dashes is not super clear these days, the overriding rule should be that of legibility and aesthetics. When I first walked past, I read hair-dedicated and was intrigued how they came up with that new word until (very shortly after) my eye had caught up with the rest of the sign and felt distracted by the poor typography rather than thinking about the content.
Even if you ignore the punctuation issue, I’d still ask for a teeny bit of space on either side (or to make it into a two-liner) to let the statement talk about the brand rather than shut up any interest.

typography

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