Brand Loyalty

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Luis Gispert is a Jersey born, Brooklyn-based artist who is enamored with the idea of authenticity and branding. Gispert‘s “Decepción”, was a show at the Mary Boone Gallery in Chelsea, NYC, that was hyper focused on a subculture devoted to making both cars and clothes into personal showrooms for designer-logo fabrics. Gispert became so obsessed with the logo-crazy niche that he has continued documenting this culture via photographs for the two years.

(Luis Gispert, Sprouse Gouse, 2011, C-print)

The New York Times article explaining the exhibition states, “The creators of these logomobiles are fashionistas aspiring to wealth and glamour they can own. One Escalade plunges passengers into a total Takashi Murakami “LV” environment. Another car’s interior is upholstered in the graffiti-scribbled, Day-Glo green patented by Stephen Sprouse. And another is screaming pink, with Coach “C” stirrups covering every surface surrounding its rosy leather seats.”

“It’s all about color coordination,” Gispert says. “The paint job on the Sprouse car was also green, and the white Volkswagen’s Burberry lining was so bright, I needed sunglasses just to sit inside it.”

(Luis Gispert, Caprise Classic, 2011, C-Print)

“I met this guy who had an all-white Cadillac Escalade, and he had done the whole interior in that multi-colored Takashi Murakami Louis Vuitton pattern,” he recalls. “The guy didn’t even know who Takashi Murakami was. He just really liked the pattern and the colors and he liked that it was Louis Vuitton.”

(Luis Gispert, L.V. Escalade, 2009, C-Print)

(Luis Gispert, BMW, 2011, C-Print)

“The way I see it, they weren’t copying anything. This wasn’t a Canal Street kind of industry, in that they were imitating something you’d find at a high-end store and then selling it,” he says. “They definitely weren’t trying to mimic high fashion. They were translating it into their own thing, which compounded the weirdness of it.” These individuals truly see the logos as a beautiful pattern, in a way, their brand importance is detached. If a man likes the LV logo –  it’s font, it’s size, it’s colors – then why not turn such into wallpaper? Must the print always have a connotation? Sometimes the counterfeits are so outrageous, so against the fashion houses’s general “je ne sai quoi” that is would be impossible to mistake the creation for a brand original.

There are certain brand’s whose colors and packaging fill me with squeals of glee! I literally cannot see a light, robin’s egg blue without thinking of a Tiffany’s Box, ribboned in white, and waiting to be opening. Apparently this blue is so unique, and so important to the company, that it is protected as a color trademark by Tiffany & Co. in  U.S. The color is produced as a private custom color by Pantone, with PMS number 1837, the number deriving from the year of Tiffany’s foundation. As a trademarked color, it is not publicly available and is not printed in the Pantone Matching System swatch books. Before researching this post, I did not even know that the idea of a color trademark could exist. How could one possibly claim a wavelength of light? But for we lay-men here’s a quick definition, “A color trademark is a non-conventional trademark where at least one colour is used to perform the trademark function of uniquely identifying the commercial origin of products or services.”

(images clockwise from top left, here, here, here, here, here, here)

(From Design Musing.)

(Delicate Bathroom Style from This is Glamourous! And indeed it is!)

(Isn’t it amazing how well the Hermes Orange and Tiffany Blue go together? See more here.)

(Empy Hermes Box Stack via StyleFrizz)

(Leica’s “very special limited edition” Leica M7 Edition “Hermes” 35mm rangefiner system camera. )

(Image captured by Dan Duchars)

A less well-known, at least via stateside, but equally as gorgeous color is that of a famous Parisian Macaron Shop, Ladurée. The French staple has finally arrived in NYC on the Upper East Side (864 Madison Avenue @ 71st Street) as of 2012. Since its opening, there has been a line circling the block. Ladurée, which first established a tea room near the Place de la Concorde in 1862, is said to have originated the French macaron as we know it (Namely, the idea that cookies could be sandwiched in ganache, and thank goodness for that thought)! A macaron shop always has a delicious looking pastel color palette ranging from pistachio green to charcoal grey to sunflower yellow to royal purple.  Ladurée outdoes all their competitors with their namesake boxes and interior decor. The interior of the premises were painted in the same celadon color as the façade. The company boasts:

It all began in 1862, when Louis Ernest Ladurée, a miller from France’s southwest, created a bakery at 16 rue Royale in Paris. During the same year, the first stone of the Garnier Opera was laid, and the area surrounding the Madeleine was rapidly developing into one of the capital’s most important and elegant business districts. The most prestigious names in French luxury goods had already taken up residence in this neighborhood. In 1871, while Baron Haussmann was giving Paris a ‘‘new face’’, a fire made access to the transformation of the bakery to a pastry shop. The decoration of the pastry shop was entrusted to Jules Cheret, a famous turn-of-the-century painter and poster artist. M Cheret sought inspiration from the painting techniques used for the ceiling of the Sistine Chapel and the Garnier Opera.

(Images thanks to and Laduree’s Main Webpage)

(Interior from Twig and Thistle)

(Apartment Therapy)

(Kitchen design from House Beautiful, paint color FINE PAINTS OF EUROPE P11130)


IKEA Billy
$80 –

Anders Cabinet
$2,999 –

Sky Basic Solid King Sheet Set
$150 –

Aqua Mesh Bin
$8.95 –

There is a reason brand’s colors are so lovely and capture one’s concentration. A company’s advertising, and all aspects of packaging, are meant to create an everlasting impression and to dominate a buyer’s attention. These colors, so purposefully designed, and strategically chosen by companies, bring a bold look to any room.
(Louis Vuitton Spring/Summer 2012 Ad Campaign)

About Keren

My name is Keren. I was once a pigeon in Paris, pecking at street cheese, and dreaming of anthropomorphism.

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