https://www.bdma.org/tags/l.l.bean/Recent content in L.l.bean on BDMA.orgHugo -- gohugo.ioenbdma.orgSat, 06 Jun 2026 00:00:00 +0000https://www.bdma.org/post/llbean-logo-evolution/Sat, 06 Jun 2026 00:00:00 +0000https://www.bdma.org/post/llbean-logo-evolution/ <h2 id="a-signature-not-a-symbol">A Signature, Not a Symbol</h2> <p>In the winter of 1912, Leon Leonwood Bean came home from a hunting trip in Freeport, Maine, with cold, wet feet and an idea. He took a pair of rubber galoshes to a local cobbler and asked him to stitch leather uppers onto the rubber bottoms. The result was the Maine Hunting Shoe, and the mail-order business Bean built around it became one of the most durable direct-marketing brands in America. What is notable for anyone studying catalog identity is not how often L.L. Bean changed its logo over the following century — it is how rarely.</p>