The Origin of Garson
The process of naming a brand can be long and challenging, and for Garson, it was no different. The journey began with the name "Outlaw," found during research into medieval words on Wikipedia. Initially, "Outlaw" felt like a bold choice, aligning with the rebellious spirit behind the brand. But as Garson’s design vision evolved, it became clear that the name didn’t match the sleek, minimalist style that was developing. It was too rough, too specific, and ultimately didn’t fit the refined aesthetic that was forming.
The search for a new name resumed, driven by the need for something short, memorable, and distinct—something that embodied boldness without being overly tied to a specific meaning.
Months of research into dictionaries, encyclopedias, and brainstorming ideas followed. But nothing clicked. It wasn’t until the focus shifted to the visual aspect of the brand that progress was made. The name needed to work seamlessly as a logo word, so selecting the right font became crucial. The goal was to create a wordmark that looked clean, bold, and cohesive.
During this process, any ugly letters or those that created awkward gaps in the word were filtered out. For example, letters like "L" were rejected because they interrupted the visual flow, leaving unsightly spaces. The emphasis was on creating a word with bold, filled letters that would give the logo a powerful, unified appearance.
After experimenting with an online unscramble tool, the word "Garçon" surfaced. It had the clean, sharp look that felt right for the brand—short, bold, and visually balanced. The name grew in appeal, and the decision was made to replace the "ç" with an "S," resulting in "Garson." It felt contemporary, strong, and had its own identity.
Once the name "Garson" was finalized, the font was further adjusted to make the letters even bolder and stronger, giving the logo word a more powerful presence. The slight tweaks to the font added an extra level of refinement, ensuring that the logo not only represented the brand’s minimalist aesthetic but also conveyed a sense of boldness and strength.
"Garson" became the perfect reflection of the brand’s core values: precision, minimalism, and bold design. What started as a medieval-inspired search transformed into a modern, sleek identity that stands at the heart of Garson. The name isn’t just a label—it’s a symbol of the brand’s commitment to excellence and timeless design.
