I sometimes wonder, if I would start a Luxurious Fashion Brand, what it would be called and how the logo would look like. So many designers use their own name as Brand Name and use a distinctive symbol. Lets name a few: Ralph Lauren, Tommy Hilfiger, Lacoste, Chanel, Hugo Boss, Louis Vuitton. My full name is DIMITRY VAN DEN BERG. It has so too many syllables to be just right. The maximum is 5 syllables, but less is better. It also has to have some exotic, preferably French name in it. So what do I do? Can I change it in any way and still be authentic?
I came up with a list:
- Berg (short, not exotic enough)
- Montagne (French, translation of Berg)
- Dimi (also ok, short, but too girly)
- Dimi Berg.. (better)
- Dimitry Berg (ok I settle for this one at the moment)
Dimitry Berg, 4 syllables and Dimitry is probably exotic enough for most people. So how about the logo. I started with making a copy of the Louis Vuitton Logo. The main reason is that they use their logo also as a way of decorating their bags and other products they sell. It is a multi functional logo and very distinctive. I came up with this:
While it is kind of ok. I had the feeling that the B and the D could not be read very well. So I started fooling around, put the B and the D on top of each other, also made the characters more round, more organic, more human. And this was the result.
What I saw was a woman peeking around a corner. But I still felt something was missing. And then I just decided to make it symmetrical. I made it even more round and chose the right typeface and see the Logo of the new Luxurious Fashion Brand: DIMITRY BERG. The logo is like a human, a butterfly, has a very natural feeling. The typeface with ‘DIMITRY BERG’ gives it a distinct fashion style.
And now I tried it on several products to see how it looks. Here are examples on a handbag, on two shopping bags and embroidered. I am not sure if it always works right. It seems that the logo sometimes feels a bit thin. But for now I am satisfied.