ICONIC BRANDING OF A BUNNY KIND | THE BIRTH OF PLAYBOY MAGAZINE
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How unlikely would it seem today, if someone were to tell you that they were planning to build one of the world’s sexiest and most recognizable brands– with a logo based on a bunny? Well, that’s exactly what Hugh Heffner did. Seriously, doesn’t it sound kind of nuts? Looking back on the vintage images of the bunnies in their heyday, there is an undeniable naivete and corniness, mixed with an overtly demeaning attitude towards women– and wow, did it work.
Heffner was gifted with an ironic stroke of fate when the original “Stag Club” name that was going to grace his new men’s magazine was legally blocked by Stag magazine. He needed a new handle, and the stag was soon converted to the now iconic bunny, in a historic and innuendo-laden rename. Playboy later ran a pictorial article on Chicago’s Gaslight Club, and was overwhelmed by thousands of readers requesting to join this exclusive key members club. Playboy execs smelled a golden opportunity, and soon plans were laid to open their own private key holder’s club. All that was needed now was the vision.
After many go-rounds, the decided-upon bunny custom was nipped and fluffed until it met Heffner’s critical approval. They say he was particularly smitten with the tail– go figure. In 1960, when the very first Playboy Club opened– the so-called icon of the sexual revolution was off and hopping. Seems almost more like a misogynist’s ___ dream than a liberating sexual revolution if you asked me.
Liberating for whom, exactly?
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Unwilling to lose time in litigation for the "Stag Party" name, Hugh Hefner renamed his magazine "PLAYBOY" and chose a new symbol. Arv Miller transformed his original stag mascot to a rabbit. Founding Art Director Arthur (Art) Paul then created the world-famous Rabbit Head logo.
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Hugh Hefner and Playboy Bunnies at the Chicago Playboy Club --1960.
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Playboy Bunny getting ready to work her magic.
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Hugh Hefner jet-setting with his Playboy Bunnies.
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Hugh Hefner and his Playboy Bunnies at the Playboy Mansion --1966.
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Keith Richards (background, look for it...) and The Rolling Stones paying a visit to the Playboy Club.
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WHAT SORT OF MAN READS PLAYBOY? Vintage ad from 1969.
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"WHAT SORT OF MAN READS MAD" --Playboy magazine ad spoof.
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Playboy Club key for members only.
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New York's Playboy Club back in the day.
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Playboy Bunnies wave as Hugh Hefner's private jet lands in London-- 1970.
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My last condo was next door to State street mansion; every single day I walked past it my thoughts would wonder thinking about the amount of craziness that happened inside that building…now it’s seperated into condos, but still in tact. Beautiful piece of Chicago architecture.
I just came across your post and thought this article might make an interesting read for anyone thinking, “Why a rabbit? And where did it go these days?”
http://www.designobserver.com/archives/entry.html?id=39157
My father had the pleasure to live in the Playboy Hotel in Miami Beach. He said it was a young mans dream come true. I just sent him the link, he wanted me to thank you.
genius, jp!
The branding was so good that many a young man would spend a bit of time scanning the cover of each issue looking for the “hidden” bunny logo.
So a magazine which most men bought for the inside content, had them spending time just staring at the cover.
Now THAT’S some branding with a logo.
The girls were always fairly voluptuous and incredibly sexy….or maybe my testesterone count was just higher back them……far more physically appealing than the slimline models more in fashion today.