Concept

A locally-sourced, sustainable hemp clothing brand emphasizing environmental harmony and social unity.

Background

The name came to me one day when I was in college, a portmanteau of my favorite color and animal. The way the ‘e’ joined the two words together created a nice symmetry and it also had a nice ring to it, like the name of some exotic bar in a far-off land. Over time, the idea began to take on a deeper personal meaning as I saw that Bluelefant could symbolize the coming-together of opposing forces in a single entity:

  • Growing up in Alabama, football loyalties are taken very seriously. Most people are either a fan of Auburn University, whose primary color is blue, or the University of Alabama, whose mascot is an elephant.
  • The two-party American political system is extremely divisive. Electoral districts that vote Democratic are colored blue, while those that vote Republican are red. The parties logos are a donkey and elephant, respectively.
  • During the American Civil War that pit the North against the South, the Union troops wore blue whereas the Confederacy wore gray—which is used as Bluelefant’s secondary color since it is the color of elephants.
  • Almost every time you see graphical representation of an elephant it is blue. There seems to be some universal connection between the elephant and the color blue in the human mind, which can be taken as a sign that, despite all our differences, people tend to see the world in similar ways.

The Bluelefant logo consists of the ‘Bluelefant’ wordmark and a forward-facing elephant design rendered in a blue-and-gray color scheme. The color selection reflects the two components of the name.

The ‘e’ in the wordmark appears only as an outline to set it apart from the rest of the letters, leading the viewer to immediately see the two component words. The lowercase ‘b’ as well as the use of an ‘f’ in lieu of the ‘ph’ provide a better balance to the design.

The original Bluelefant logo is based on the African elephant with its larger ears creating a more magnificent and well-balanced look. While many elephant head logos look aggressive, here the trunk hanging between the inward-facing tusks creates a more peaceful posture. The flat nature of the design is intended to resemble a sticker.

The Hindu god Ganesh is often depicted as a blue elephant. When I visited Nepal in 2009, I noticed that many vehicles were decorated with stencil-style vinyl stickers of Ganesh. I liked the design so much I bought one myself and used it as a template for a second Bluelefant logo, using the same color scheme and outline motif as the first. The full body design, which is a representation of an Asian elephant with its smaller ears, contrasts nicely with the original logo.

Ganesh is the god of removing obstacles—a fitting symbol for a locally-sourced/produced hemp clothing brand.

In the future I’d like to hire a designer to create an entirely new logo based on the Ganesh design. Keeping the full-body, meditative, crossed-legs arrangement, I want the negative space to create the shape of a hemp leaf. The design would immediately signal that Bluelefant and hemp are synonymous.

T-shirts

Bottoms

The brand can be extended to other types of clothing, building on different aspects of the name. With a sense of humor sure to appeal to a younger male demographic, Bluelefant’s line of hemp boxer-briefs for men is branded as Elefantrunks.

Elefantrunks – Hung like an Elephant

Bluelefant’s hemp jeans will carry the Blujeans™ name.