Where to start with all this stuff? Lets start with the Hat Club key logo. Part of our new relationship with Hat Club was to create a new logo to represent the new hats we’d be designing. We wanted to find an icon that represented the new direction the Hat Club wanted to take their brand. Something fun and compelling. But simple that would look good on signage and embroidered small on the back of a hat or in a tag.
Hat Club has an large membership program and they knew they wanted to expand the benefits of being in the Club. So we tried to think of one icon that we could use to represent what we wanted this new relaunched Club to be. We decided a “Key to the Club” would best describe the idea of exclusivity and access. With that in mind we set out to make a key that felt fun and unique. (I threw in an early concept that we came up with of a “hat monster” just for fun. It hit the cutting room floor early but I still like the idea, but not for this project.)
That led us to the “HC” hidden in the key. It’s subtle, I haven’t’ seen anyone point it our in the comments, but we liked that the people who knew would be in the know.
We also knew we didn’t want to throw a logo on a hat at expect people to be into it. We wanted something that we could build a whole story around. So we came up with a bunch of ideas for how to infuse the key into different hat designs. We came up with the Bowery Bulldogs concept, the Lion-headed knocker and even a few others that I’ll get into tomorrow.
This was the first round after we took the concept into Illustrator. You can see that the key in this version is a little too stubby and the “HC” is not proportional nor is the key very well proportioned. This round helped us come up with the idea of the 2 toned key. That would allow for more color options on the back embroidery of each hat, an important part of it’s everyday usage.
This set features the refined key and different options for how to encapsulate it. We really liked a few of these but when we started mocking them up on different hat designs it became clear that the straight-up key on it’s own had the biggest impact and felt the most unique.
Tomorrow, sketches, sketches, and more sketches!!!