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What are good items to put a logo on?

What's the story with Ralph Lauren's decision to make their Polo logo mega-sized on certain clothing items?

  • The Polo logo is a man with a mallet on a horse. For years, the logo was about an inch (?) high on the upper left chest of Polo shirts. But now I'm seeing the logo on shirts in a huge size -- 9 inches maybe? How long has Polo been using the giant logo? Why do consumers/the company think this mega-size is fashionable/appealing? It looks ridiculous to me, but I don't know anything about fashion.

  • Answer:

    To preface: I generally don't think clothes with huge honking logos are considered fashionable but that's just me. Fashion brands generally tack on massive logos onto casual, under-designed clothing as a way to fund the production of their comparatively lackluster sales of more expensive but better designed and higher quality clothing. It also allows some people to afford the brand, and provide them with an opportunity to visually align themselves with a brand when they would not normally be able to do so. To answer the question at hand, I'm uncertain of the exact date/year (even after Google searches) when the "Big Pony" (yes it's called that) launched from the Polo Ralph Lauren brand, but I definitely remember that it was not too long ago, as in around 2004-2005. I'm basing this off of memory, when I first saw them in-stores, and thought they were ugly. As for why they may be popular, my theories: I believe the Big Pony made its introduction to compete for space alongside the flags/stripes and whatnot on the polos. See http://www.ralphlauren.com/family/index.jsp?categoryId=2592312 Unfortunately, sometimes we equate "bigger" with "better." Because the brand is so ubiquitous, we already all know what the polo logo represents and looks like, thus, now that it appears with the Big Pony, it must be better! It's something new for RL-loyal (or aware) customers. People who consistently buy RL-branded products, especially polos and oxfords see this new Big Pony product in the store, and think, "Oh wow. The polo has never changed but look, they have something new! I have to have it." Then, they unfortunately buy one. Or five in a multitude of colors. Can justify a higher price point. Kind of ties back to my second point. Customers are willing to pay more because people can see the logo right off the bat, and because it's so in your face, the observer would likely make a comment about it - in other words, the attention received may in some way justify purchasing the polo. Hence, those in the know will realize that you spent X more dollars to buy that polo with the BIG pony. Like mentioned, the Big Pony polo needs to stand out in the sea of both nondescript and branded polos (e.g. Abercrombie, Lacoste, etc). Thus, because you can't really change the fundamental design of the polo that much further, RL probably decided to simply make the logo bigger. As an aside, I believe Lacoste also sold some hideously over-sized crocodile logo polo shirts; I don't remember if it was a limited edition or what, but damn.

Lawrence Tran at Quora Visit the source

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The Big Pony is something I am a fan of depending on how it's styled.  This first appeared back in the mid to late 90s; exclusive to the Polo Sport brand.  This brand was targeted for sports enthusiast, athletes and urban markets.  This is nothing new to older RL loyalist.  By being a sports brand, Polo Sport often came in larger sizes and more "affordable" rates.  One of the reasons the urban market flung towards it.   Recently they have started to  sponsor the U.S. olympic team.  The U.S. Polo Team and Wimbledon tennis.  All elite sporting organizations.  They are staying true to the form of big polos with their sporting side.  Now you are just seeing this concept taken put towards their casual menswear line.  I can see where this look could be braggadocios and not "fashionable".  However I have two and they fit within my personal style well without being too flashy.  I am also a collector of most of his brands, from sports to purple label. In the right place at the right time.  Styled similar to what RL would do, this shirt could work.  Company events, outdoor sporting activities.  or just out on the street. People will appreciate it for multiple reasons: RL has better cut Polo shirts than any other company. People will appreciate the fact that it is a genuine Ralph Lauren shirt.  Quality. Your city, company name or team members name is on the shirt.  You can't beat that. :)

Kendrick Jackson

Difficult to say.  I am guessing that today's youth has a much lower signal-to-noise ratio with regards to media consumption and branding.  Due to this, teens are less likely to recognize a brand icon unless it's more "in their face" (more real estate on the shirt). Another possibility is that, with the increasing popularity of white-labeled or competitive polo shirts that are not in fact Ralph Lauren Polo Shirts, the brand wanted to create a version that was undeniably "MADE BY RALPH LAUREN" to reclaim its market share from would-be impostors.

Christian Brucculeri

Ralph Lauren - and so all the other brands - have a sort of meanings laboriously associated (e.g high-standing, selective, trendy...). That's what advertising does: building the belief that brand X means A, B and C. The logo is, by definition, a thoughtful part of the brand, since all those meanings must be clearly represented and easy to understand. We all know that, when showing off that man riding a horse, what comes to our head is not an sport. And that's the point. Why did they increased the size of the logo? Just to make easier for RL buyers to show off those meanings (richness, style, sophistication...) or whatever are the values of that brand. The bigger the logo is, the more the logo pops up, the easier they will get those meanings.

Roger Pubill

Andy and jack are correct about the TV thing, however there are other commercial considerations: A change in design prompts a segment of your customer base to upgrade. If the new, advertised shirt has a bigger pony than last year then there is a reason to buy it. It is not possible to trademark clothing designs, however logos can be trademarked. This makes more value reside in the logo, which makes that what is really being sold. Especially to consumers who can't really tell quality.

James Marwood

Simple!  Right when Polo/RL got the contracts for the uniforms at Wimbledon and the US Open Tennis tournaments.  You can't see the tiny Polo on TV but you sure can see the big one!

Andy Gilchrist

This may be an urban legend, but...    I believe they made clothing for ball boys and girls at the US Tennis Open.  (line judges, too?)  So the logo needed to be big enough to be seen on TV.  Then the company was surprised to find people wanted to buy the shirts with the Big Pony logo. They had thought their customers were more discreet.  Maybe someone can confirm?

Jack Griffin

The sole purpose was originally for television viewership for the PGA Tour.  The original logo was too small to capture so the Polo Golf consumer line created the big pony for several polo and windbreakers products.  Assuming the big pony just caught on to their other consumer lines as well.

Dan Thompson

It is the company's remedy for individuals' feeling of insignificance in light of a rapidly growing population in the world and among people who wear Polo brand clothing. By wearing the bigger logo, consumers can appear exceptional.

Anonymous

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