New Logo, New Look, New Style!
It's been almost 8 years since I started this whole thing. I set out to create the best carrying cases and accessories I could. I wanted to produce products that I would use (those of you who know me personally, know that I'm a bit picky with what I will and wont pick up, let alone use.) I have this thing for the nicer things in life - even when I cant afford them, I want them (need them in fact). I guess this is where my insistence on quality comes into play. Its this insatiable appetite for better, nicer, tighter and without compromise. I have come to realize throughout the years that others may consider this "obsessive" I disagree - In my line of work; it's a fundamental principle. It has to start here. Then you can build everything else - Brand, style, packaging, presentation etc.. (there's lots more but its early and if you are reading this you know it too).
Back when I started - In my parents garage - (Not kidding) I had an old laptop that I bought from Fry's for like $799 open box that came with Viruses and I don't know, some "free install" or trial of an office program - I cant remember which one. With this program came stom stock fonts and in my race to dominate the industry ( I really thought it was going to happen in like a week...NOT!) I had to type something out and send it into the USPTO for my Trademark. I did so, and later that same week I heard from my graphic artist that my logo sucked! He said it was horrible - he couldn't work with it and that I should change it immediately - "I was like - what does he know" I'm the man - I run this show - I know what's best - So, I say to him "DEAL WITH IT, BEN!" while secretly knowing that he was right - I couldn't change it because I had so much invested in marketing materials (1000 business cards from Kinko's at the time and an application into the USPTO). So, 8 years later and we're here again. We’re designing packaging, ads, brochures and lots of other stuff and he says to me - Your logo sucks! He said it was horrible - he couldn't work with it and that I should change it immediately!
Well - I did it. I told him to give me some comps to look at and we will change the logo. Now its on! Its going to happen!
The logo for your favorite purveyor of all things leather and connected is going to change. The new logo is really nice - He has done a great job with it and it looks amazing (Yes, same guy) Nice flow, it fits into ads and packaging and it really captures where we are as a company today. Who knows - It might change in 8 years again???
With this new "fresh" logo comes a new look - We're tossing out all of our old packaging (yes its more than 1000 business cards from Kinko's now) More like pallets full of packaging and marketing materials..... Don't worry - Its getting recycled. We are going to update the look and the feel of everything we do from promo materials to the little things that go into every case - Like embossing of logos inside our cases to zipper pulls to snap buttons and even our pens and mugs. This is a huge change and its going to take some time to make this transition. But it must be done.
You may be saying to yourself = “Who cares, its just a logo” well, the answer is I do - Remember that obsession thing – Ya, applies to the logo too – Its a small change, but its huge in terms of where we are going as a company. I had to make compromises back then that I was not happy about but that’s one of the things you learn in small business - You make compromises where you can and move on to the next project, cause there’s always more to do and something else to deal with. Also, I didn’t have the time or the resources to make the changes that needed to be made – Things are a bit different – I have a great staff that works hard and has awesome style and its time. So, look for changes in our logo, our presentation and our site. I’m really excited!