Logo

So we’re on the way to looking professional. Now that Clover has a logo we’re ready to start putting it on stuff. First you’ll see it on shirts and hats, then the truck, and someday our own packaging.

I’ve got a bunch of ideas I’m really excited about for the T-shirts. We’re going to make them in small batches, all limited edition. So for this first edition we’re making 50. They are all organic cotton. Many are already spoken for (Blue and Clementine are both getting shirts). The crew will be wearing them (which is why the logo is large on the back). We’ll sell a few. Here’s the cool thing: when they sell out that’s it. The next next edition will look different. We’re going to have artists design each edition. And when each sells out that will be it. We will only print each edition once.

So my vision is that we’ll have all of these fantastic interpretations of the Clover brand, as understood by diverse artists, being worn by folks. It’s going to be great. And we’re going to give the artists a ton of freedom. This is one of the reasons we ended up with a logo that’s like a stencil. Super simple logo = lots of fun to be had.

The process with Hester just wasn’t working. I amicably called it off yesterday. Now I’m getting into this myself. There are sketches like this on envelopes, etc. everywhere (these are Brooke’s).

Josh has been hard at work. Find more examples after the break.

I’m liking some of these. All are sketches, but I think the direction is interesting. That said, the flask isn’t everyone’s favorite (see last post).

And I have ringing in the back of my head Erik’s encouragement to keep the logo as simple as possible.

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This was McDonald’s logo, until 1962. Isn’t that amazing.

I’ve been having some great back-and-forths on the brand with Brian and Erik. Both have 2 clear messages:

(a) Nix the flask

(b) Make both logos (truck and restaurant) the same

I’m thinking hard about these points, trying to decide what might be the best path forward. For one, I’m just not sure we could develop the final restaurant logo in time for the truck launch, as a practical consideration. But perhaps more importantly, I’ve been of the mind that the truck and restaurant should be related but separate identities. Mostly I’ve been telling myself that this is necessary because the experience and expectations for the two must be so different. But in light of above, I’ve been thinking hard about the approach that has both identities the same.

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What do you think of this for the side of the truck? Comments welcome.

Here’s an older one. This image dates to the day after I first thought of the food lab idea: