Is it a hare or a rabbit ?

Jan 31, 2013

Monsieur LondonMonsieur London is a multi-layer story. Under every accessory, there is the heritage of a region, the transmission of a know-how across time, the story of a crafter, the trust relations we build that guided us to select such cut, such design, such material. I think we could write endlessly about the choices we made to construct what Monsieur London is today, and we will. In understanding what we do, and how we do it that one can perceive the value behind our beautifully and sustainably crafter accessories for man. We yet won’t bore you with the administrative part, don’t worry.


Now, here is the story about our logo. Not to mention the obvious, but a company’s logo is crucial as it is the visual you use the most. A logo has to be coherent with the company and what it does.
Our process of creation started with a lot of tea in the east of London. Valentin, director of the company had sharpened his pencils and along the brainstorming would scribble ideas and drawings equally, adjusting, erasing the lines of our thoughts on paper.
We started with the most obvious ideas, such as a man, a gentleman, a dandy, wearing a tie, a cane, a bow-tie, a monocle, a hat. Tea was flowing, but ideas were conventional, obvious, already taken.
We needed to think outside the box, and at that point I have to admit we had to move to something slightly stronger than tea. Those of you thinking of coffee have probably not yet read the “about us” section of our website. We came up with the idea of a rabbit, because of a joke we use to make at university.


Yet as we were coming up with logo ideas, we had an eye on the Intellectual property office website to make sure the design was not protected. And of course they were other rabbit designs, like the one from Gerd Arntz.
For the position of the rabbit, we were looking for something elegant that would not be too compact. A great influence we had in mind was Barry Flanagan jumping hare sculptures we enjoyed the dynamic of.
We had at the point the rabbit and the posture, and we were looking at jumping rabbit competition, which is a pretty big thing in the UK,  to best get the movement.
Valentin spent the following couple of afternoons studying rabbit and hare pictures, drawing the first versions of the shape of the logo. 


At that point, we got in touch with our amazing illustrator Carlos Brana, for him to finish designing and create computerised versions. 
We had instructed Carlos that we wanted the rabbit to look like an engraving, which we thought would add character and a touch of hunting culture. The logo versions went back and forth, Carlos adjusting the ears, the eyes, the shades until we were fully satisfied.

If you have been to our homepage, you will notice that, within the design created by Charles de Dreuille from La Moulade, our logo jumps as you scroll down. For this Creation, Valentin sketched our logo in 6 different drawings and made a cartoon out of it. He is just that cool…

Now to finish this article, I’ll address the question a lot of leporidae specialists do ask us often. Is the logo a jumping rabbit or a jumping hare?
It would appear he is a bit of both, this way of jumping is that of a hare, yet the body would indicate a rabbit. In another words, he is a bit of a bastard, yet a very elegant one.

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