I was browsing through LinkedIn recently when I stumbled upon a post featuring a colossal hat character. It genuinely piqued my interest and turned out to be a component of the branding for Texas Tack, a tape company.
Dan Bailey, the designer, was tasked with infusing character and zest into the brand right from the beginning, while also honoring and embracing the brand’s Texan heritage. He undoubtedly accomplished this by creating a playful and vivid character, Clint (the enormous hat), along with an eye-catching and audacious brand identity to complement him, which truly stands out in the marketplace. After all, the majority of tape brands tend to have a fairly bland appearance.
The inclusion of the slogan ‘Stick ’em up’ draws inspiration from the cowboy theme and adds a further dose of fun to the branding, rendering it all the more unforgettable.
I connected with Dan to learn more about this initiative; you can read our conversation below. If you’re seeking additional branding inspiration, check out our finest rebrands of all time or our best logos of the decade series.
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(Image credit: Texas Tack)
(Image credit: Texas Tack)
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(Image credit: Texas Tack)
What motivated the character Clint?
Texas and its vibrant western tradition form the core of what we’ve established. The enthusiasm and sense of pride for their history inspired my client’s wish to portray that allure through their visual identity.
The most evident method to embody this enthusiasm and character was via a mascot. We realized that if executed properly, it could forge a significant connection with their target audience.
At first, we investigated numerous mascot ideas. A cowboy seemed like a natural alignment, yet we were also attracted to the concept of utilizing an animal that is synonymous with Texas. Despite the cowboy concept being prominent, I was determined to steer clear of something too foreseeable.
Following discussions around a variety of concepts and styles, we uncovered a mutual admiration for the classic Looney Tunes animations and the era of animation they symbolize. I began exploring works from renowned animation figures like Chuck Jones and Tex Avery for creative direction.
(Image credit: Dan Bailey)
Timeless cartoon figures from the 1940s and 1950s, including Droopy, Yosemite Sam, and the Ant Hill Mob, inspired Clint and ignited the notion of making a grand hat the focal point of our mascot – but with a twist.
The preliminary vision had a colossal cowboy hat balanced atop a human figure lacking distinct facial characteristics. Nevertheless, the more I mulled it over, the more I delighted in the notion of the hat itself serving as the character. This allowed for enhanced expression and enabled us to incorporate whimsical details, like our iconic cowboy moustache.
From the instant I initiated sketching Clint, I recognized we’d discovered the ideal match. By integrating a retro vibe, we imparted the mascot a nostalgic appeal that harmonized beautifully with the brand.
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(Image credit: Texas Tack)
Were there any obstacles in this endeavor?
This endeavor was incredibly enjoyable to engage in, and on the whole, everything fell into place rather seamlessly. The primary challenge for me was crafting a wordmark that complemented Clint, our mascot, and did him justice.
I aimed to subtly acknowledge the product within the wordmark, but it was crucial not to create an element that would overshadow Clint, clash with his character, or complicate the overall design. I experimented with different typefaces and ideas before discovering the notion of conceiving a wordmark that mirrored the tape itself. After some exploration, I identified a typeface that provided an excellent foundation, and with a little adjustment, I was able to develop the design you see today.
Finding the correct balance was essential – I desired the wordmark to possess character without appearing overly cartoonish or juvenile. I believe we succeeded, creating something that enhances the charm without detracting from Clint’s presence.
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(Image credit: Texas Tack)
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(Image credit: Texas Tack)
(Image credit: Texas Tack)
What is your favorite aspect of the completed project?
It’s a difficult choice between Clint and the tagline ‘Stick ’em up’, but I believe Clint slightly surpasses it for me. I’m truly satisfied with how he came out and the feedback he has been receiving, although I must confess, I was secretly very proud of the tagline.
