We got the honour to build the brand from the bottom up, closely together with Ben, creating everything from the logo, colors and brand story, as well as building and keeping the website alive and up to date.
From the Scottish Highland to Stockholm City
The name MacLaren comes from Mr. Laws’ Scottish heritage, a few generations back. Some of his not-too-far-back ancestors were originally from Scotland, and from the clan MacLaren, before migrating to the US. What better thing could we do then, but to go to the MacLaren tartan!
So in the first color scheme, we went into the tartan and picked out several colors on a scale between green and royal blue. This color scheme we stuck with for years, until we did a remake in 2017 that was released around MacLaren Barbers’ three years anniversary!
On this remake, we wanted to move away from the tartan, but stick with some green. Not the same, but green. So we scoured the internet for inspiration, and came up with a fine green/gold contrast, that became the basis. The aim was to add a bit off wilderness feel to the brand, while still keeping it close to the earth with warm tones.
Handwritten and Personal
For the logo itself, we got hold of a skilled calligraphist we know from America, and I received this—a fine scan of the logo. Almost finished already.
When I got this, I went through the manual process of digitalizing it, skewed it a little to get that dynamic feel and added the year of establishment. We also asked for, and received an alternative “b” to use in “Barbers”, and together decided to swap it out.
The logo work did not end there. Around 2017, Ben was about to start releasing more clothing products, starting with baseball caps. And for that, we needed to come up with a simplified version of the logo that would look good in stitching. So here emerged the “M”.
The brand MacLaren Barbers is constantly in development, and I must say it is my honor to be able to develop it together with the owner and founder Mr. Ben Laws.