Logo Change in Business: Vaughn de Heart’s New Logo

Logo’s. A brand’s identity. It is everything your brand stands for, communicates, and resonates in a single icon. Pretty heavy huh? It seems like this is one of the biggest stumbling points of most brands. When they begin, they have to choose a logo. They spend so much time on it that they may never begin. My idea when I began is that I would start with my best one and change it if necessary over time. Today I am announcing my third logo change for Vaughn de Heart. Let’s go over the brief history of my logo’s. Walk with me down memory lane. There is a lot that I learned over the years with these logo’s.



First logo





This is the logo that I came out of the gate with. Designed by myself. Man these were good times. For a lot of the time when this was my main logo I printed it on the sleeve of all of my designs. I liked this logo because I felt it embodied a lot of what I wanted my brand to originally be. Artistic, and foreign. I originally designed this logo to be only a, “VH.” However after I started using it people told me that they saw a, “D” within the logo. This was something I didn’t intend, but I was happy when people found something in the design that I didn’t intend. When I stopped printing this logo on the sleeve of my designs some people were saddened. I thought it made my designs better, and cleaner, however people had grown attached. One nice thing about when I had this as a sleeve logo is that whenever I saw something printed on the sleeve of someone’s shirt I would automatically check to see if they were wearing one of my shirts. And to my surprise sometimes they were. The sleeve logo was a big indicator. That part I miss about this logo. The biggest issue with this logo was that it didn’t fit with my cleaner designs. If I had a clean san serif, or even serif text on a shirt this logo didn’t seem to fit. It seemed to detract from the design.



Second logo





The, “Circle VH logo.” That’s what I called this one. This logo was not designed by me. The biggest thing that this logo has given me is cleanliness. This logo is very clean and can be put alongside most anything. It was much easier to slip this logo into designs and seemed to be a much better representatiton of my brand. However I remember talking with my brother. He was speaking with one of my childhood friends about my brand and they said they missed my original logo. I said, “Why? That logo was so hard to incorporate in so many place.” He said, “Yes I know, but what they missed was how raw the old logo was, how fierce it was.” I remembered scratching my head. How can I accomplish both raw and clean together in one. It’s so hard. The toughest part of this logo is that you may not recognize what it is right away. For a lot of people I had to explain that this was a, “V” and an “H.” They didn’t get it right off the bat.



New Logo



Vaughn de Heart Lion logo

Here is the latest logo from Vaughn de Heart. This is the logo that will be our main logo going forward. You may recognize it. I’ve been using this logo already on my shipping bags, and I used it a couple of times in the La Mer colleciton. The reason I have chosen to go with this logo is because it is simpler. This logo fits criteria that my previous logos did not.

1. It contains no letters.

My previous logos tried to make you associate to my brand by the letters they represented. This logo does not. This logo associated to my brand by what it stands for. My brand has always been about courage and heart. A lion symbolizes that. Throughout all of literature lions are a symbol of courage, and fighting for what you want. This is what my brand already aligns with.

2. You can sketch it

You can draw this. Bobby Hundreds once said that your logo should be drawable by a 5 year old. This logo I believe fits that criteria. You can draw this, yourself. I remember my friend Greg from southern California talking about how in elementary school all of the kids would draw the Stussy logo in class in their notebooks. One reason is because it was simple enough to draw.

3. It is something we all know of already.

Everyone knows what a lion is. This logo is not of something that is abstract. You already have an association of what a lion is built in your mind. I am building upon that. I am associating my brand with a concept that is already in your head, which is a stronger place to start. I am remind of when Jeff Staple of Staple Design talks about their pigeon logo. He is always saying how whenever anyone sees a pigeon they will immediately think of his brand. While that may not be true in every situation I have caught myself doing that. Also with the brand Supreme, I have seen rental trucks from a completely unrelated rental van company. They say, “Supreme.” on their mud flaps. It always makes me think of the Supreme brand. Also at a Mexican food stand they had a, “Supreme Burrito.” Also made me think of the brand.

I love Batman the animated series. I own two of the three dvd sets of the entire series (The third one is still eluding me). In one of the special features they talk about how in the intro to that iconic cartoon they never say the word, “Batman.” They never say that the show is about Batman in the intro. In fact the name is never shown on the screen until the ending credits. They say, “You already know what this is about.” They know you have an understanding of what Batman is that is so powerful they don’t have to tell you that you are watching it.

What I am hoping to accomplish with this logo is to associate my brand with all lions. Every time someone sees a lion I want them to think of my brand. Even when it is completely unassociated with my actual brand. When they are at the zoo, when they see a cartoon about a lion, anything. I want them to think of Vaughn de Heart. If they see a lion the name, “Vaughn de Heart” will not need to follow it. I hope that the lion alone will already make them think of it.
  • atomicchild

    One thing I can say with a quick scan from he work above is....don't use pre made brush packs or live trace when working on a logo.

    I would also say you may not know what your brand stands for here are a few things you list that your brand stands for,

    1.Artistic, and foreign.
    2.cleanliness
    3. courage and heart

    Also lions all together are pretty trendy.

    I wish you the best of luck in your future en-devours.
  • Integral

    I think I have retyped my response a few times..

    All these "LOGOS" look amateur at best. I can't assume but I will guess that your second "monogram logo" didn't cost you too much by your designer, maybe even free.

    Your brand is not SUPREME or THE HUNDREDS.

    I feel like your brand has no direction and identity and hence why you are struggling to create one..

    Like I said in other posts, get off the interwebs, blogs, and really evaluate your place in the industry, because you might find out you're in the wrong room all together.

    Not to sound cliche but it feels like your a square trying to fit in an already crowded round hole.
  • miles to go

    I think the first is the best. that monogram is rough and like atomic child said, don't use live trace. it is clearly noticeable. might be worth paying an artist to make the lion for you, even if you like that stance from whatever photo it was taken from. it needs an artists hand to it and some style. when i typed "walking lion" into google search, first one that came up looks a lot like this but just flipped.
  • dbdesign

    I'll be honest here... you need to hire a professional because your work just isn't up to par. You seem like you have a lot of solid knowledge and are very perceptive, but I think you need to apply it to your own branding.

    Logo 1: Okay... it's your first logo, fair enough, I'll leave that one alone.

    Logo 2: It's an "M"

    Logo 3: It' a generic live traced lion with no individualism or iconography. There is a clothing company called "Express" that also uses a lion, their is a bit more heraldic though. I believe.

    I think you need to hire someone to do a VDH monogram for you.
  • GNARZILLA

    Not the strongest logo and definitely not original. Its a live trace image of a lion, its not saying much about your brand. Here is a logo I did using a lion, not the best logo but far from a traced image trying to pass as branding.
    Image and video hosting by TinyPic
    Just curious, how many sketches and preliminary marks did you go through before settling for the one you currently have? Did you settle for the first draft you created? You might want to get back and conceptualize multiple logos before considering your next mark. Hope this helped.
  • Vaughn de Heart

    GNARZILLA said:Not the strongest logo and definitely not original. Its a live trace image of a lion, its not saying much about your brand. Here is a logo I did using a lion, not the best logo but far from a traced image trying to pass as branding.
    Image and video hosting by TinyPic
    Just curious, how many sketches and preliminary marks did you go through before settling for the one you currently have? Did you settle for the first draft you created? You might want to get back and conceptualize multiple logos before considering your next mark. Hope this helped.

    I didn't make the Lion logo. I have had 5 different lion logo's made for me. This was the one I chose.
  • Vaughn de Heart

    dbdesign said:I'll be honest here... you need to hire a professional because your work just isn't up to par. You seem like you have a lot of solid knowledge and are very perceptive, but I think you need to apply it to your own branding.

    Logo 1: Okay... it's your first logo, fair enough, I'll leave that one alone.

    Logo 2: It's an "M"

    Logo 3: It' a generic live traced lion with no individualism or iconography. There is a clothing company called "Express" that also uses a lion, their is a bit more heraldic though. I believe.

    I think you need to hire someone to do a VDH monogram for you.

    I didn't make this logo. Can we be sure of the photo that this lion was derived from? Can you post the photo?
  • Vaughn de Heart

    miles to go said:I think the first is the best. that monogram is rough and like atomic child said, don't use live trace. it is clearly noticeable. might be worth paying an artist to make the lion for you, even if you like that stance from whatever photo it was taken from. it needs an artists hand to it and some style. when i typed "walking lion" into google search, first one that came up looks a lot like this but just flipped.

    Why do you think the first is the best? I am curious.

    Also which photo do you think this was taken from? Can you post it?
  • miles to go

    looks a lot like this but filled in and flipped
    http://www.google.com/imgres?imgurl=&imgrefurl=http%3A%2F%2Fwww.drawcentral.com%2F2012%2F05%2Fhow-to-draw-lion.html&h=0&w=0&tbnid=3niklHLr0KHZpM&zoom=1&tbnh=183&tbnw=275&docid=Ra8-owgnFzxlFM&tbm=isch&ei=NfJGVNSEM8-jyASFsYCYCQ&ved=0CAcQsCUoAQ

    or this:


    although the first logo has live trace all over it too, it at least has some style to it. I'm not saying I like it persay, but the other two are pretty rough as well. I hate to be debbie downer a bunch and am not trying to be too hard on you, but whoever designed the lion really didn't put too much into it.

    I don't consider myself an artist by any means and I made this in under 2 mins in photoshop
     photo HowToDrawLioncopy_zpscedddad2.jpg

    not saying its exact, but had I chosen a slightly different photo, the result would be the same
  • MrSnake

    I have to agree with everyone here. That lion needs work. It looks like a low resolution image of a lion was live traced. A lot of weird angles and uncontrolled curves.

    If you really want a lion to represent your brand, your lion needs to be outstanding since there's a ton of businesses already using lions.

    http://logopond.com/search/?search=lion&filter=&gallery=&perpage=&page=1

    But then again, it's your brand. You know what your customers like.
  • Jupit

    LONSDALE, anyone?
  • dbdesign

    I hate to be this guy, but...you asked.
    All that it took was inverse the color on your logo and drop it into google images, and the results are not in your favor, unfortunately. Sorry man.

    Your designer was "Lion" to you when he said that he created this.

    http://ardensart.blogspot.com/2011/03/cowardly-lion.html

    Image and video hosting by TinyPic
  • Joseph24

    This is confusing... extremely confusing cause when i look at your brand i see a heavy nautical theme...

    1. "Le Mar" (which stands for "The Sea")
    2. I see anchor designs
    3. I see boat designs
    4. I see water, boats, blues in your photography

    I don't understand how the lion fits that theme... if anything it goes in the opposite direction. It's hard for me to make out what your brand stands for.
  • PitchGrim

    I'm willing to bet that there was no "designer" hired to do the other two. Telling sign is the particular setting of auto trace. It's also weird that you did one while hiring an artist/designer to do the others yet look they identical in technique.

    Either way, you need to hire a real designer/artist if you want a well executed professional logo. You also need to spend a little time figuring out what it is you want cause it is not clear in the ones you have shown so far.
  • miles to go

    This stands as a good lesson for any other brand owners or hopefuls who are reading this. If you want to do a brand and you are not the artist (same as my brand), then you need to be clear and ORIGINAL in your briefs to artists you hire. I agree with pitch that it looks like you did this, in which point, you knew it was lifted from google and not ok to do. If it was a hired artist, post who it was so we all know not to work with them. DB proved its lifted work easily.

    If you hire a professional to make something totally unique to your brand, it means you get original art based off of what exactly you wanted. Getting a random lion logo from an artist does not always mean it will be hand drawn for you, unless you are going with a real professional and not someone who says, $100 for a logo..sure.

    A logo design is usually a more costly design because not only will it be used for a lot longer (hopefully), but you most likely will need more sketches with concepts to begin with and more revisions than a regular design. Professionals understand this and charge accordingly. It's the brands identity and seeing you are on logo #3 is not great. A logo needs to stick around to become recognizable and most times any updating to a logo down the line still incorporates things from the original to tie them together.

    Lastly, as joseph said, all of your designs do have a nautical theme, so a lion makes no sense at all and you can't use the penguin argument or one of those other brands like that because their designs aren't graphic in nature. If you plan on making some polos and whatever and just slapping a silhouetted animal on it, go for it, but it's still not very original.
  • Vaughn de Heart

    Joseph24 said:This is confusing... extremely confusing cause when i look at your brand i see a heavy nautical theme...

    1. "Le Mar" (which stands for "The Sea")
    2. I see anchor designs
    3. I see boat designs
    4. I see water, boats, blues in your photography

    I don't understand how the lion fits that theme... if anything it goes in the opposite direction. It's hard for me to make out what your brand stands for.

    My last collection was called "La Mer." It was a nautical themed collection. It also has a lion on the back of a few of the designs as well. Only the last collection was nautical themed along with one other item outside of that collection. All of the rest of my photography and items for sale are not nautical themed. Only 8 of my 40 products currently available have a nautical theme.
  • Vaughn de Heart

    PitchGrim said:I'm willing to bet that there was no "designer" hired to do the other two. Telling sign is the particular setting of auto trace. It's also weird that you did one while hiring an artist/designer to do the others yet look they identical in technique.

    Either way, you need to hire a real designer/artist if you want a well executed professional logo. You also need to spend a little time figuring out what it is you want cause it is not clear in the ones you have shown so far.

    I'm not sure which designs you are referring to. The only logo that I designed is the first one. The paintbrush looking logo.
  • Vaughn de Heart

    miles to go said:This stands as a good lesson for any other brand owners or hopefuls who are reading this. If you want to do a brand and you are not the artist (same as my brand), then you need to be clear and ORIGINAL in your briefs to artists you hire. I agree with pitch that it looks like you did this, in which point, you knew it was lifted from google and not ok to do. If it was a hired artist, post who it was so we all know not to work with them. DB proved its lifted work easily.

    If you hire a professional to make something totally unique to your brand, it means you get original art based off of what exactly you wanted. Getting a random lion logo from an artist does not always mean it will be hand drawn for you, unless you are going with a real professional and not someone who says, $100 for a logo..sure.

    A logo design is usually a more costly design because not only will it be used for a lot longer (hopefully), but you most likely will need more sketches with concepts to begin with and more revisions than a regular design. Professionals understand this and charge accordingly. It's the brands identity and seeing you are on logo #3 is not great. A logo needs to stick around to become recognizable and most times any updating to a logo down the line still incorporates things from the original to tie them together.

    Lastly, as joseph said, all of your designs do have a nautical theme, so a lion makes no sense at all and you can't use the penguin argument or one of those other brands like that because their designs aren't graphic in nature. If you plan on making some polos and whatever and just slapping a silhouetted animal on it, go for it, but it's still not very original.

    I agree. More time/research is/was needed to be done by me. Luckily I haven't put anything into play that isn't irreversible.

    The only logo that I designed is the first one. The paintbrush looking one.

    My brand is not nautical themed. My last collection was. Only 8 of my 40 products currently available have a nautical theme.
  • Cameron Latham

    And Dan's comment is completely ignored.

    Going to echo what everyone else has said. Maybe put the time you spend on all these essay-long talk posts into hiring a professional designer and get your head around what you truly want to do with your brand or if this is even what you want to do.
  • Integral

    You can even tell in your responses that you are getting frustrated and only defending your initial stance versus taking the constructive crits. A lot of people come here expecting some red carpet response or certain answers but when we give you the truth you start defending yourself. The elephant in the room is the notion Le Mer was a nautical themed collection with a LION on the back is the reason you are here asking the questions now. That imagery doesn't connect at all. Take a step back, listen to everyone and evaluate your brand AS your brand and not through the lens you happen to be using now.

    We might be snarky or short, but OUR answers come from experience and lots of time in the industry. You have probably 60+ years of industry experience in front of you with no fan boys to jock you. Soak it up.
  • Vaughn de Heart

    Cameron Latham said:And Dan's comment is completely ignored.

    Going to echo what everyone else has said. Maybe put the time you spend on all these essay-long talk posts into hiring a professional designer and get your head around what you truly want to do with your brand or if this is even what you want to do.

    I'm not trying to ignore anyone. If I missed commenting on something someone said I apologize. I just did a search on the page for "Dan" and I'm not finding anything. Was it deleted?

    When I said, "I agree. More time/research is/was needed to be done by me. Luckily I haven't put anything into play that isn't irreversible."

    I guess I should have elaborated more on that. Yes I need to put more research and work behind this, and that is what I intend to do. That is all thanks to all of your comments. Otherwise I would have probably done something that I couldn't have taken back. I don't know what I can do except throw up my hands and say back to the drawing board with this one. I'm not sure how I can elaborate more on that.

    I put the lion on the back of my La Mer designs because I was prepping to make the lion my main logo. I wanted to start introducing it to my customers. My brand means, "Lion of Heart." That's why I am trying to use a Lion.

    I am sorry if I am coming off as defensive, I just want people to understand that I am not a nautical brand, that is all.
  • dbdesign

    Cameron Latham said:And Dan's comment is completely ignored.

    Going to echo what everyone else has said. Maybe put the time you spend on all these essay-long talk posts into hiring a professional designer and get your head around what you truly want to do with your brand or if this is even what you want to do.

    It's okay brother, I would ignore my reply too if I were him (haha). You live and you learn.
  • Keenankoso

    Think you got the wrong lion man...

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