
As my wife likes to point out, leave it to a guy to put his face, his last name AND his first name on his damn label.


My designer, Todd Hauswirth, told me that he was trying this laurel-leaf portrait logo thing that just called out for a stupid Latin phrase. I had a hard character limit, so it actually took awhile, but I finally google-translated my way to "Stultus In Bonum," which started out in English as, roughly, "The right kind of stupid," and when back-translated from Latin came out as "Fool For Good." Ding ding ding ding!!!!

I sent my friend Eric Hanson three selfies as references for the logo illustration. When he sent back three different sketches, I knew a moving logo was in my future. I ran it by legal (meaning, myself) and legal said, Go for it! It's been perched atop the website ever since.






