JDL™ | Skillshare Projects

John Butler





Here goes nothing...

What is JDL :

JDL is about me the owner and my life everyday growing up in the United States Military.  In 2006, after my 1st tour overseas, I realized that the way I live is a lifestyle.  The military has a perception to the people who are not serving.   Whether good or bad, I wanted to share that story the way I saw it.  I want to infuse my everyday life into my brand, everything from where I go, what I see, and those who came before me will be somehow.  At that moment JDL was born. 

Who is JDL for:

JDL is for the person who walks through life trying to find the balance.  Balance between good and evil, right and wrong and in my case military and civilian.  Military life is very different than the lives of normal civilians, the things we can/ can’t do, the places we can/ can’t go.  This is an everyday struggle. 



The inspiration for the logo comes from precision and a sharp clean aesthetic, all things that identify with military.  The J/D/L interlocking symbolizes a tight bond between our bothers and sisters in arms.  It's also a very collegiate to symbolize again the fraternity aspect of brotherhood and friendship in the military... It's a small community.  At that point I knew that was going to be the logo.  It’s simple, very recognizable and it uses letters from the brand name.


There really isn't a world to spell out but again the simplistic nice clean stokes is what I am aiming for when I chose this wordmark.  It also reminds me of the heritage in the stencile letters on the airplane tails and boat numbers in the military.

Brand Slogan:

"Don’t Forget the Quality".  This steams from my obsession to strive for perfection.  I am never satisfied with “good-enough” when it comes to my business.  When you pick up a piece from my collections you will never forget the quality and attention to detail.


Comments and suggestions are welcome.  Thank you.





Below is some of my headwear from past seasons.

FlyBoys: Homage to the Tuskegee Airman.  The first all black pilots who never lost a pilot during combat.  Hat Details...

Crown Color Red: Symbolic to the tail of their planes

Font Style: Stencil text symbolic to the text that goes on the planes during that period


Top Brim: Red Faux Leather similar fabric used on their headwear as pilots


Under Brim:  Wool Plaid released in the winter plaid was used as a lining for the jackets they pilots wore.

Various Styles of headwear.  FlyBoys, Eagle Crest, A-10 and Vietnam Shell Shock.

Vietnam Shell Shock: Term first introduced during the Vietnam area was given to the soldiers who returned home from war and could not deal with the stress of everyday life.  Now more commonly know today as PTSD or post traumatic stress disorder.  The hat also features military honors medals that a soldier would receive during that time period.  The hat is 100% wool blend material.

Sgt. Major Fitted is an homage to the Army Sgt. Major; a unique non-commissioned rank in the United States Army. The holder of this rank and position is the most senior enlisted member of the Army.  The cap features:


Crown: 100% black wool blend w/ Nylon “tack” netting to give the effect an actual helmet.


Embroidery: Sgt. Major insignia fully stitched underneath the netting


Top Brim: 100% leather brim


Under Brim: 100% black wool blend

Target Practice Fitted is exact replica of an aerial view of what a pilot sees when he/ she is doing test runs for bomber training. The cap features several colored rings, which are different levels of points/ hit/ “killz”:


Crown: 100% grey wool blend w/ Nylon “tack” netting to give the effect an actual helmet.


Embroidery: Five colored rings that are different levels of points/ hit/ “killz”:


Top Brim: 100% Red Leather brim


Under Brim: 100% Grey wool blend

Hooah /hu:a:/ is military slang to say yes.  The long version of this world means “heard, understand, and acknowledge” depending on which branch is yours it’s spelled differently. 

Army: Hua

Air Force: Hooah

Marine: Hoorah



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