Goodboy Vintage Rebrand
GBV is a vintage online shop founded in 2018 by Luke Shields. They aim to provide one of a kind authentic vintage products from jackets, graphic t’s, watches, hats, fanny packs, etc. The mission of their rebranding was to add a western, vintage twist without losing the 90’s, Chuck E Cheese inspired vibe of the original design. Luke and I collaborated until we agreed on a brand identity that achieves this. The new logos, color palette, and font choices maintain the brand’s fun, inviting personality. Below is the brand guide and original logo. Click here to check out Goodboy Vintage’s shop!
PROCESS
Working with Luke Shields is always a treat due to his creative visions, sense of humor and methods of communicating his ideas. The project started on an excellent foot with him providing visual concepts for me to bounce off from. Below are images that captured the vibe of the direction he wanted to take his rebranding. Western, vintage, fun, cartoony, playful and classic feeling. The initial logos he created are what I used as reference of how to approach the design compositionally for most of my first few sketches.
Initial Sketches
Below are sketches I came up with using the Lazy Dog font. Luke and I decided to go forward focussing on the Rubber Hose cartoon style which originated in the late 1920’s. I wanted to explore different poses using the full body, the top portion and just a head shot. Here I provided a variety of hat styles to choose from along with different items of clothing and accessories. Ultimately we decided to move forward with sketch #2.
Next Round of Sketches
Going with number 2 from the last round, we made a few edits such as a bite taken out of the hat and switching the front gloves for boots. This is also where the initial concept for the round, secondary logo are created. Here I start to explore other typography options for Luke to consider that I felt fit the vintage western theme a bit more.
After taking my notes into consideration, Luke found some font options to play around with that fit more with the western concept of the design.
Exploring Color Palette & More Typography Options
Below are designs that explore different western color palettes in addition to some font pairing options based off of the fonts Luke had provided. This is where the half circle sun is introduced into the logo.
Secondary Circular Logo
This logo is a circle composition option for the brand and gives additional information about when the the date the company was established. Number three is what we went with; choosing Whiskey Town for the logos. This was the final stage of designing. Above in the final branding guide are the different color options for the primary logo. They allow logo to be printed clearly either on both light and dark backgrounds.
