We purposely backed ourselves into a corner …
Choosing a brand is one of the most frustrating and important decisions to make but at the same time most enjoyable and rewarding. All companies brand name means something to them and is meant to evoke a certain response. I can go into the history psychology and sociological aspects of branding for days but I'll save that for later. We just wanted you to know that we wanted the brand to have a name that stands out and have meaning. We wanted the word Love for sure because it is the most important thing we had, love for each other and love for art and music and beauty and life itself but we needed something more..
As we threw around different concepts (love & beauty, love & company) it was obvious that was too soft for an urban lifestyle brand. So we tried more names, love & graffiti…no, love & street art… no, Love & hip hop…ugh that name was ruined... Then it hit us, Love & Vandalizm, it rolled off the tongue, it was original, and it was controversial. Vandalism is such a contentious word people bristle at just the thought of it. But pairing it with a word like Love well that was an interesting concept we thought, but of course that word would come with a price...
Our first batch of designs displayed the Love & Vandalizm brand name proudly shouting at you with loud enthusiasm. We were so wrapped up in the name that we didn’t see the obvious, until my wife went out with a test run of a shirt. She caught the glance of a random guy, and he approached and said to her “you don’t look like someone who loves vandalism”. Quickly she corrected him telling the brand was Love “AND” Vandalizm. Which still went over his head but gave us an insight that we didn’t see.
We realized by using the name Love & Vandalizm we couldn’t be a company that just dropped our name on the front of this shirt with different fonts and a little twist here and there and call it a design. Because a lot of people would be weary to walk around with the word Vandalism across their chest. We had a great name but we couldn’t fall back on it like other brands we had to be more creative with our concepts and designs, more artistic. We had to push ourselves to make designs that fit our vision and get our message across with the minimal of name drop branding.
So that is what we offer you, a t-shirt with good art and good design that makes you more than a walking billboard. From a t-shirt company with good art and design will always strive to keep the promise of being more than just a brand name.