Tommy Bahama is more than just a brand, it has become synonymous with relaxed sophistication and the vibe of being truly carefree.
From its inception in 1993, the brand has embraced the spirit of island living, offering a diverse range of products that blend casual comfort with refined style.
While their clothes are their ultimate representation of the brand, Tommy Bahama’s distinctive logo also embodies their beachy paradise way of looking at the world. This article explores the evolution of the Tommy Bahama brand and delves into the significance and design elements of its logo over time.
Tommy Bahama – Island Life Wear for Everyone
It may come as no surprise, but this brand was first created in the minds of Bob Emfield and Tony Margolis as they relaxed in their beach houses along Florida’s Gulf Coast. Their wives and they mused about what it would be like to live “one long weekend” of leisure. They imagined what a person who lived that sort of life would do, what he would be like. Bob Emfield went as far as to name him “Tommy Bahama”.
These wishful thoughts continued until one of them finally asked “What would he wear?”. This wasn’t a crazy question for Bob and Tony as both men worked in successful clothing companies at the time. So they paired with Lucio Dalla Gasperina who functioned as their designer and got to work creating Tommy’s seaside style. Classy but casual, they imagined Tommy in “printed silk shirts and tailored pants…” to give the ultimate vacation look.
Their first launch was a collection of menswear. They then opened up a store in Naples, Florida in 1992 and a restaurant in 1996. Why a restaurant you may ask?
Well, that idea also came on a whim. When they found they were acquiring a larger retail space than expected, Bob and Tony decided Tommy also needed a restaurant to hang out at and sip tropical drinks.
This proved a great business move, customers flooded both the restaurant and the neighboring store, purchasing over $2 million of merchandise from the latter in just one year. Now, what was once menswear has become accessories, food, cocktails, home furnishings, beach gear, and clothing for both men and women. All of this is thanks to the mythical and magical life of Tommy Bahama.
Not Always Easy Living
Though the life they were trying to portray was as easy as can be, this company struggled a lot to get its foothold. For one, casual clothing for the everyday person just wasn’t as popular as Bob and Tony wanted it to be. Besides that, the two weren’t exactly sure what they wanted to be when they started. This company was dreamed up while on vacation, and centered around a fictional man, there was a lot to figure out.
For example, they originally wanted to launch three lines of clothes, but quickly found out that they just didn’t have the market. Instead, they would have to make a splash with just one and get their name out there.
Next, they realized that the type of man the clothing was aimed at was not the demographic most clothing companies of the time were using. Specifically, Tommy Bahama was aimed at affluent men between the ages of 35 and 55 who wanted to be a “Tommy”. It was an untapped market, but it was also one without pre-conceived rules and guidelines. Tommy Bahama became centered around the identity of a fictional man.
Besides the identity crisis Tommy had early on, incredibly high salaries for the company’s CEOs put the financials in a rocky spot (and not the fun, beachy kind).
“What Would Tommy Do?”
This was the question that had to be answered every time the company made a move. “Would Tommy golf?”, yes, of course. “Would Tommy sip Pina Coladas?” Let’s open a restaurant. “Would Tommy wear a tie?”, this question would start a fight between the three men that ultimately culminated to no, Tommy would never wear a tie.
The men would pull up 4 chairs to meetings or talk about the company. One for each of them, and one for Tommy Bahama, to remind them that no decision was to be made without him.
Luckily for them, there were a lot of Tommy’s out there. The gambles they took paid off though. Especially the restaurant idea that we mentioned earlier. This success would make way for entering other difficult markets, like the furniture industry.
Today, Tommy Bahama has sold over 25 million beach chairs alone! And to think, it all started with the question “What would Tommy do?”.
The Original Logo
With multiple lines and collaborations, the number of logo iterations has racked up.
However, their original logo simply featured Tommy Bahama’s name with a palm tree in between.
The original logo and all future logos were created by Art/Society. While other brands at the time featured prominent, embroidered logos on the breast of their shirts, Tommy Bahama wanted a different vibe. Their clothes were high-end, yes, but they weren’t in your face.
The idea was “casual Friday” before casual Friday even existed. Luckily, Tommy Bahama was creating a category all their own; luxurious island-inspired casual clothing. Something this logo would become synonymous with.
The Name is Enough
As their influence and lines began to grow, their logo became simplified. A simple blue or black lettering of the same curvy font.
The logo is either on a woven tag (stitched all the way around for maximum comfort), or simply embroidered into the shirt.
This shift came after the acquisition of the brand by Oxford Industries Inc. in 2003. When we say t
he name is enough, we mean it. Future collaborations and lines keep the effortless look by tagging any additional information beneath the name. But we will get to that in a bit.
The Marlin and The Pineapple
A quick Google search for Tommy Bahama might show you the familiar logo above but with a slight twist.
The most common is a marlin jumping above the company’s name. This branding was introduced at the same time as the acquisition. It is commonly used on letterheads, or ads featuring Tommy Bahama.
The marlin by itself also stands as the company’s social media profile picture.
Besides the famous marlin, there is also the pineapple. The company pulled out a patent for this logo in 2021. While you can still find this logo online, Tommy Bahama decided not to go through with it.
The Many Brands Within The Brand
If there is one thing Tommy Bahama is known for, it is crossing into almost every other selling category that there is. From fragrance to restaurants, to beach chairs. If Tommy Bahama would have wanted it, then it is under the brand’s umbrella (yes, there are Tommy Bahama umbrellas). Let’s check out some of the company’s off-shoots below:
The Island Club
When Tommy Bahama introduced its new restaurant reward program in 2018, it needed a new logo to promote it. Going back to their palm tree roots, they modernized the design and made it perfect for an app icon.
Palm Modern
Sometimes, new clothing lines will feature a specially designed label, such as Palm Modern. This is a collection of sustainably created swimsuits. Once again using the palm tree idea, but with a twist. As you can see, their main logo is still on the flip side of this tag design.
Tommy Bahama Spirits
Spring of 2020 saw the launch of Tommy Bahama Spirits. This portfolio included Island Gin, Island Vodka, Island Rye, Tommy #2 Rum, and more.
All things Tommy would enjoy sipping on while on his eternal beach vacation! Tommy Bahama’s used the Marlin logo for this, along with the tagline “sip the island life”.
The Logo Elements
The main colors associated with the Tommy Bahama logo are either black or dark blue. However, this logo changes colors quite often based on what the background color is or the color of the product it is promoting.
The color hex code for the main blue they use is #1E5689. One thing that has remained consistent is their cursive font that mimics Kestrel Script Font. It is the perfect mix of laid-back but elevated script that truly embodies what the company stands for.
Other Elements of the Tommy Bahama Design
While we have talked about the logo, other design elements are crucial to the Tommy Bahama look. Bright colors and bold patterns make up the majority of clothing as they feel those two elements “make every day that much brighter”. Next comes the attention to detail.
After all, you can’t live that luxurious, beach retirement, kind of life if you don’t have expertly tailored clothing. Tommy Bahama works hard to source and use only the best fabric and finishings for each of its products.
The lifestyle behind their brand is what is most important. In our section “What would Tommy do?”, we discussed how every decision revolved around this character. Asking this for every small element of the business created a lifestyle that patrons could easily envision.
This is what made the brand so popular. It is so much more than floral men’s shirts. It is the idea of being transported from your current life to somewhere you can relax, somewhere you are a completely different person.
Shopping at Tommy Bahama you are a rich retiree wearing elevated clothing on your daily beach walks, smelling like the sea with the best cologne, and decorating your seaside cabana with ethically sourced wooden side tables.
Every side of Tommy Bahama’s business is meant to make you feel this way. All of these elements together are what make Tommy Bahama so special.
Check out these awesome Logo Contests run on Hatchwise:
