The idea for the Mammal logo came about while working on an editorial illustration for the first issue of a San Diego based arts and culture magazine called RE:UP, with a reference from Gary Benzel (Green Lady, HunterGatherer and Igloo Shop) in the summer of 2003. At the same time I already had a line I was working on called Eugene, the logo was a 3 dimensional box man. While it seemed that friends and other people really liked the Eugene line, it wasn’t selling very well. So after creating the man and bear illustration, which didn’t end up getting picked for the editorial after all but another option was, I realized I needed to create a new name, logo and more attention grabbing graphics. Mammal was then born. Partly as a joke and experiment, the name was inspired by the idea of people wearing shirts that called them exactly what they are, Mammals. With the implication that while humans are more evolved and civilized than animals we tend to be worse in many ways and do more damage to other humans, creatures and the earth. The idea behind the logo of the silhouette of bear and man boxing supports the idea behind the name by emphasizing man’s need to fight an uphill battle with nature that he will not win by again thinking he is somehow more powerful or smarter than he actually is.
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Mammal is the creation of Jordan Mitchell, a lifelong resident of north San Diego county. Jordan's passion for drawing logo's and creating brand names started early on and got his first taste of bringing ideas to life while attending a San Dieguito High School screen printing night class. Then, soon after, got real world experience with his first job in the industry screen printing skateboards for Planet Earth Skateboards. After leaving PE, having some random jobs (such as interning for Shepard Fairey) and no computer experience but still wanting to get into the design side professionally, he would draw PE designs and submit them to Chris Miller. Finally Chris mentioned, "you know, now you can do this on a computer in like ten minutes". From there it was a long road until his first design jobs with Nixon, Clive and a full time position at Sole Technology.
Ten years later, Jordan has worked for some well known brands in the Action Sports industry such as (some mentioned earlier) Planet Earth, Adio Footwear, Holden Outerwear, Etnies, éS, Emerica, Thirty Two, Girl Skateboards, Chocolate Skateboards, Royal Trucks, Fourstar Clothing, Lakai Footwear, DC Shoes, Roxy, Vans, Popwar Skateboards, Thalia Surf, Clive Bags, Nixon Watches and Spy Optic as a Graphic Designer and Art Director, either in-house or as an independent contractor.
The idea for the Mammal logo came about while working on an editorial illustration for the first issue of a San Diego based arts and culture magazine called RE:UP, with a reference from Gary Benzel...