What is that Double Rectangle?
2007: My now fiancée, Gabrielle, and I decided to launch a line of design-driven accessories for people who, like us, have a passion for off-the-beaten-path adventures done with style. Being in charge of the creative direction, we decided early on that the line would bear my name. 1st up: the daunting task of logo development. I sharpened pencils, brewed a fresh pot of coffee, cued up my most inspirational playlist, shut out the world and dug in. Working as a 1-man design studio at the time, the process of concept approval tends to be very streamlined, so things went pretty smoothly…
Enough about the elaborate design process used to develop the Double Rectangles, what’s important is what it stands for.
Back to the present:
We always knew we wanted to create a line that was known for its quality and design, not for a label that is slapped on it. But, more than anything, we wanted the line to represent a lifestyle- one filled with adventures both small and large, a love for not knowing what or who you’ll meet around the next corner, a lifestyle that bucks tradition and encompasses everything that YOU want and enjoy- whatever that may be. The best way to describe the lifestyle we love is simply, “modern” - it embraces technology and everything it enables us to do- like roaming the world while staying connected. It embraces diversity and with it, equality.
Now that our line has gained more exposure, the “reluctant logo” means more than ever. It’s subtle enough to be a design detail, but for those that know and share the same outlook on life, it’s a key, a boarding pass, or a passport. From here forward, DR.com will be dedicated to adventures doused in style and the people that live it up. Venture boldly!
