LOGO MAN

Look closely at this picture. Do you see it? No no, not the Vegas skyline in the background, not the dapper young man, rather look at what is on his shirt. I was surprised he chose one so small for his Kim Martucci Blogging Debut, but there is a logo there. Actually, there are two if you count the Lacoste Polo AND the DKNY inscribed aviator sunglasses...

Meet my friend, Chris. He "conducts media relations for a Federal agency downtown." Chris, actually, was the only person I knew when I first came to DC and he let me sublet a room in his condo until I found my *fabulous* abode up north yonder...

From here on out he will be referred to as "Logo Man". I have rarely seen him wearing attire sans logo. "I'm a marketer's dream -- I love logo's and packaging" he freely confessed to me a few weeks ago. I am fascinated by his clothing collection. I am even more curious to know what makes Logo Man tick. So, I recently emailed him a bunch of questions running through my head and here is what he had to say:

Photo Captions:(top row, left to right)

Express, Lacoste, Big Pony Ralph Lauren,

Façonnable. Front: Ralph Lauren polo with

multicolored pony and oversized number 4.

Why do you love logos so much? A logo adds embellishment to a shirt and breaks up an otherwise solid and rather sterile canvas of color. Plain shirts without a pattern or logo appear to be just a rectangle of color with out much definition.

Does it matter if the logo is ugly? I mean, if the shirt is really cool, but has a hideous logo on it, what do you do? More and more clothing companies are a putting logo on their clothing nowadays – mainly logos of various animals. It’s getting to be a bit much – with some of the logos far down the chain of the Animal Kingdom. Some of these companies are cheapening the value of a logo.

Is bigger better when it comes to logos? I’m a fan of the Big Pony polo collection from Ralph Lauren. Lacoste also has several clothing items with a larger-than-normal crocodile logo. Their oversize appearance is atypical and can be a bit unexpected, which I like.

Is it *really* true that you bought your car based partly on the fact that SAAB has a cool logo? Honest? Is that bad? I first and foremost want a safe and reliable car. My Saab has excellent performance and safety ratings – a good solid car. The body of the car, and yes the logo, are all part of the “WOW” factor that everybody wants. I also don’t see as many Saabs on the road in the DC area as say BMWs and Mercedes. We’re all familiar with their classic logos, which I personally see too much of on the roads.

Do you ever not wear a logo? I typically don’t have logos on polos with a pattern and on dress shirts (solids and patterns). Though some of my dress shirts do have the Ralph Lauren logo or carry Nordstorm’s Façonnable label. Of course, my suits also do not have exterior logos, but I prefer Calvin Klein suits for a more modern look and for a traditional appearance I go for Joseph Abboud and Ralph Lauren.

Is there a designer who you like to wear, but their logo stinks or is not obvious? I wear Kenneth Cole and Benetton, both of which don’t have an exterior logo. Though for the items I have purchased the clothes speak for themselves and not having a logo is not an issue. But in some instances I have crossed paths with shirts that stood to gain by a logo.

What is your shopping strategy? About half my wardrobe shopping is done in nearby Pennsylvania (while visiting family) where there are several designer outlet centers. Also, clothing is tax-free in Pennsylvania - a perpetual tax holiday! Now this an acceptable form of double dipping.

What motivates you the most to buy something? Is it brand name, cost, fit? (Of course, given there is a logo!) D: All of the above. My eye is drawn to the name brand items first – you can just tell from their quality and originality. It then must fit (see my tips below), then cost is a factor. I rarely pay full price, but if it’s different, original and a must have I will pay more than what I think it should be.

How many bags of unworn clothes do you have from recent shopping sprees? That can range from a couple to many, depending on how many stores I hit and how good the sales are. I typically shop on the weekend, but with a full workweek I don’t immediately get around to taking items out their packaging, taking off the tags and stickers and washing them (you know, “processing”) until the following weekend. I also buy some clothing for “reserve.” I have a good stock of white and blue dress shirts, which I always have use for.

Can you offer any tips when it comes to clothes shopping? -Get measured. Knowing your size is critical to buying the right clothes. Many people buy clothes too big, too small, too short or too long. Washington is suit city, which makes it especially painful when I see the cuffs of suit pants end at or even above someone’s ankle when it should rest another two to three inches south at the top of the shoe heel. In full walking stride, your socks should not show.-Buy clothes by fit, not size. Not all sizes are created equal - there are variances among brands and designers. Don’t just grab and settle on that shirt because there is an S, M, or L sticker on it - try it on.-Wash your clothes before wearing them. Sounds like a no brainier, but some Metro riders don’t know this. They are the ones with strong fold creases, large pin holes and, the worst, size stickers down their pant leg.

Gotta love the animal kingdom observation! Gosh, reading his last comment has me worried for the innocent "Glamour Don'ts" riding the metro -- will Logo Man snap a photo of you? Will we have to post some pictures of the main offenders (severe fold creases and all) with black bars across their eyes??? Now I am thinking of the They Might Be Giants song "Particle Man", except I am switching out the lyrics to "Logo Man". Here's what I'm thinking:

"Logo Man Logo Man, doin' the things his logo can't, what's the logo like? Not important, as long as it's big -- Generic Brand man, Generic Brand Man, Generic Brand Man hates Logo Man, they have a fight, Logo wins, Generic Brand Man..." Am I dating myself here? Does anyone else like TMBG?