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The New Fayebeline Logo

Posted on 22 May 2016

fayebeline clothing company logoNotice anything different around here?

Yes, we have a new logo...but there's much more to it. Read on.

As we approach the one-year anniversary of our first sale (May 28th,) we wanted to reflect on this past year. When we started a little over a year ago, we had some ideas for a few funny and cute baby onesies. We drove to downtown LA with our newborn baby in tow. We went to the American Apparel factory sale to buy some blank onesies, and then proceeded to meet with a local screen printing company (just a few blocks from Skid Row.) Faye slept through the meeting, but despite her apathy, we were very excited to give these ideas a chance. Out of our first 5 designs, only one really took off. In fact, that design is still our #1 best seller..."I Drink Until I Pass Out." Thus, our customers were telling us what they wanted--funny designs that make great baby gifts.

After hearing the "funny" message loud and clear, we spent many a late night cracking ourselves up, trying to brainstorm new and hilarious designs. As the days passed, our sales steadily climbed, and our operation expanded beyond the two of us folding and packaging onesies from our living room sofa (thank goodness!)

I'll spare you the play-by-play of Fayebeline's story over the past year...but there is a point to all of this. In our humble beginnings, we really had no vision for what our company stood for. We honestly didn't know the answer ourselves. Our catalog grew based on customer feedback and over time we slowly developed a brand identity. When we created the Fayebeline logo, we simply picked a font we liked and added a lotus flower to the end because the lotus flower had personal significance for us.

Not long after, we filed for a trademark with the US Patent & Trademark Office. Months of waiting passed, then the USPTO attorneys reviewed our file and found no conflicts, and it was published for public review. Ironically, on our daughter Faye's first birthday (a Saturday no less,) we received a certified letter from a major corporation contesting our trademark. Our stomachs dropped and our hearts sank. Although neither of us would admit it at the time, I think we both felt that we'd have to change our company name unless we were willing to enter a legal battle with a corporate giant. Jeff made a phone call the following Monday and had a very civil, productive conversation that resulted in a tentative agreement for us to keep our company name, but required us to change our logo.

We were bummed out, but it felt like the best compromise because it allowed us to keep the company name, which is in honor of our daughter Faye (and is still her nickname to this day.) We planned to simply change the font of our logo, and then proceed with business as usual. Our plan changed when a close friend of ours, who happens to own a graphic design business -- Deep Canvas, encouraged us to invest some extra time to really define our brand. Thanks to his encouragement, we began to see our "forced" logo change as a true opportunity. During the rebranding process, we had to ask ourselves a lot of questions that we didn’t have answers to. What does our brand represent? What do our customers think about when they hear Fayebeline? Are we fun or serious? Modern or vintage? Timeless or current?

The end result of our collaboration with Deep Canvas is that we now have a vision of the Fayebeline brand. And better yet, we have a new logo that reflects our vision. Our brand is fun, current, and approachable. We’re hip and trendy, but we don’t take ourselves too seriously.

We hope you love the new logo as much as we do. But more than that, we hope you can appreciate the journey that brought us here. We are so grateful to be on this journey, and we can honestly say that all the late nights and long hours have been (mostly) FUN. We love this creative outlet and enjoy the effort we put into growing this business. At the end of the day, we’re in the business of celebrating babies—and it’s awesome!

Love, peace, and baby squees,


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