Jeff Fisher LogoMotives: November 2007

Identity Re-design: Balloons on Broadway

The original logo for the balloon delivery service (below left), and gift/card retailer, Balloons on Broadway had served the company well, but did not convey much about the business itself. As more customers began to refer to the company by its initials, B.O.B., the owners decided to have a new identity created.

The new logo (above middle), with the inclusion of a balloon graphic, projected much more of the fun and energy of the business - and the individuals running the company. The colors for the firm remained black and white.

With a later move to a new location, and introducing the business to the Internet, I was contracted to create yet another update of the company image was in order (above right). An unrelated local business had started using a “BOB” advertising campaign so Balloons on Broadway opted to move away from that reference while maintaining much of the previous logo’s appearance. Color was added, which could also translate well to a web presence and neon signage. The colors could be manipulated to signify various holiday promotions. Animation was also introduced to the image. The logo is still often presented in black and white, tying into the previous branding of the business.

The logo currently represents the balloon delivery and event planning business only. The retail operation has been renamed to better represent the products sold.

The Balloons on Broadway logo received a Bronze in the Summit Creative Awards. The identity is featured in The Big Book of Logos 3, New Logo World (Japan), Logo Design for Small Business 2, Logos from North to South America (Spain) and Logos Redesigned.

(Note: My new book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, contains case studies from 35 designers and firms located around the world. Learn more about the book on the Identity Crisis! blog.)

Identity Re-design: Valley Catholic High School

The Portland firm Whitman Advertising & Public Relations contracted me to execute a local identity re-design back in the late 1980's. The client was St. Mary of the Valley High School, an education institution established in 1902, located in Beaverton, Oregon. The institution's name was a bit for people to stumble through - and the logo being used (above) seemed to present similar difficulties.

Within the original identity there had been an attempt to maintain a much-used monogram made up of the letterforms "St," "M" and "V," resulting in a somewhat awkward configuration of the school name when spelled out in its entirety. The lowercase "t" cut into the dome element sitting on top of the "S" and "M." The odd, horizontal configuration of the logo created layout and design difficulties each time it was used. With the original logo art long since misplaced, both the dome illustration and the dated University Roman type treatment were starting to lose fine line integrity from being repeatedly reproduced.

I was asked to create the identity for the updated school name of Valley Catholic High School. There had been a previous attempt (above left) to produce a logo with the new name, but it simply wasn't working well for the client - for many of the same reasons mentioned in regards to the original identity.

I just recently came across the original sketches and drawings (above) of my initial rough concepts for the logo. With the dome of the main building being a familiar community landmark there was no question it would the primary element in the design. In the pre-computer time, the ideas were sketched out in fine point felt tip pen, made use of rub-down type, incorporated some individual letters cut from photocopies, and had a good amount of Liquid Paper correction fluid on the pages.

Following acceptance of the "dome within a dome" rough design, I produced a stronger, bolder graphic - using a rapidiograph pen, circle templates and a ruler - eliminating many of the earlier reproduction issues. The font ITC Caslon 224 Medium was what I specified as the predominant type within the design; with Franklin Gothic Condensed used for secondary text elements. Of course, this was back in the day when typesetting was ordered through a type house.

The Valley Catholic High School identity I created was used for several years. I'm not sure when the current image, with a much more literal treatment of the dome graphic, was adopted - but the school name was changed again in 1991, to Valley Catholic School, when the high school and middle school programs were merged.

Business Logos

(Clockwise from upper left)

Virtual Office
Client: VIrtual Office
Location: Yachats, OR USA

The logo for a virtual office assistant, with the lizard imagery being a personal request of the client. The design is featured in New Logo & Trademark Design (Japan), The New Big Book of Logos, and New Logo: One (Singapore).

Sing Out Productions
Client: Kay Johnson's Sing Out Productions
Location: Littleton, CO USA

Kay Johnson, motivational speaker and singer, is the principal of Sing Out Productions. She delivers dynamic, inspiring and humorous keynotes, presentations and workshops at corporate events. The logo appears in The New Big Book of Logos, Blue is Hot,Red is Cool, The Big Book of Design for Letterheads and Websites and Logos from North to South America(Spain).

Coyner's Auto Body
Client: Coyner's Auto Body
Location: Portland, OR USA

The business never had a previous logo and the owner wanted a design that reflected its 1970s founding. The image appears in the book Logos from North to South America (Spain).

AMP
Client: AMP/Anne-Marie Petrie
Location: Sacramento, CA USA

The AMP identity represents high-energy public relations and marketing specialist Anne-Marie Petrie. The image appears in New Logo & Trademark Design (Japan), The New Big Book of Logos, Graphically Speaking, and The Big Book of Design for Letterheads and Websites.

Identity Re-design: American Telecom

When I was approached by this communications company, back in 1997, the identity in use had many negative attributes. The major issue was that the odd shape didn't work well in many applications. The flag, which was not well-executed, seemed to simply be slapped up next to the name and did not reproduce clearly in small sizes. The letterforms appeared to be inconsistent in shape and size, and the kerning was out of whack. The star above the "I" letterform was too close to the letter and the two became a blob in printing usage, especially in one-color newspaper ads. The identity was just not a cohesive unit.

The major goal of the new logo was to create a tight, clean symbol that would work well in any application. The client was adamant about maintain- ing a flag element, stars, the patriotic color scheme and a reference to their business classification. I was able to incorporate all the client's desires into a symbol that did not take the design elements as literally. The flag became more of an abstract image that also subliminally conveyed communication through implied sound waves imagery.

The logo received an American Corporate Identity award and also appears in the books New Logo: Two (Singapore) and The New Big Book of Logos.

Toot! Toot!:
Jeff Fisher LogoMotives showcased in
Spanish book Eating & Designing*

The design work of Jeff Fisher, the Engineer of Creative Identity for the Portland firm Jeff Fisher Logo- Motives, is included in the newly released book Eating & Designing from Spanish publisher Index Book. Logos designed for the Seattle Hamburger Mary's and Celilo - the former restaurant in Portland's Governor Hotel - appear in the book by designer Marta Aymerich. The volume is a collection of restaurant identities from around the world, and the use of those images in menus, signage, advertising, websites and interiors.

A hand holding a raised hamburger takes the form of the Space Needle in the logo for Hamburger Mary's. The design was previously featured in the Japanese books New Logo and Trademark Design and Logo and Trademark Collection.

The Governor Hotel interiors; and marketing and promotion efforts created by designer Jeff Fisher; made use of imagery associated with the Pacific Northwest exploration of the Lewis & Clark expedition and the 1905 Portland exposition celebrating the centennial of the trek. Letterforms from the handwritten journals of Meriwether Lewis were used to create the identity for the Celilo restaurant when the eatery and the hotel originally opened.

Jeff Fisher has received nearly 575 regional, national and international graphic design awards for his logo and corporate identity efforts. His work is featured in nearly 100 books on the design of logos, the business of graphic design, and small business marketing.

Fisher is a member of the HOW Magazine Editorial Advisory Board, the HOW Design Conference Advisory Council and the UCDA Designer Magazine Editorial Advisory Board. His new book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities into Successful Brands, was recently released by HOW Books. His first volume, The Savvy Designer’s Guide to Success, appeared on bookstore shelves in late 2004.

(* If I don’t "toot!" my own horn, no one else will.)

Identity Re-design:
Benicia Historical Museum

The Benicia Historical Museum in Benicia, CA is located in the historic Benicia Arsenal structures, where camels were housed after a failed U.S. Military experiment to use them as pack animals in 1850's and 1860's. Initially, the museum seemed to have a split personality with two graphic elements being used for the facility's identity. The simplistic circular logo incorporated a camel and arches representing the buildings. An almost cartoon-ish camel image was used for online identification of the museum. The images were used in one-color; usually black or dark brown.

The museum requested an identity that graphically conveyed a historical perspective for marketing and promotion purposes. A bit more focus on the locally recognized historic structures was desired, while maintaining some reference to the camels of post Civil War times.

The oval shape, with banners, presented a more "antique" look for the identity. The font trio of Horndon, PanAm and Copperplate added to the image. The camel image used was borrowed from an antique etching of the historic facility. Stars incorporated into the design hint at the military history of the site. The colors used reflect the sandstone buildings and the red in the original flag used when Benicia was California's state capitol.

The new identity is serving the museum very well in drawing much more attention to its presence in the local community and surrounding area. It's also bringing recognition to the museum on a national and international level. Last year the logo received an American Corporate Identity 22 award and, as a result, is featured in the book American Corporate Identity 2007. Recently it was announced that the image also received a LOGO 2007 honor and will be in the upcoming book The Big Book of Logos 5.

Identity Re-design: Tel-Med

Over 25 years ago I began doing a lot of independent design work for the Multnomah County Medical Society. My client contact was then successful in tempting me with an offer to come in-house to create a design department for the organization. (She was one of the most incredible supervisors I've ever had.) My primary job was designing the Portland Physician magazine, the annual directory of members, and the tabloid size Portland Physician Scribe newspaper. Once in a while I got to be a bit more creative and design logos, publication promotional items, invitation, or projects for member doctors.

Tel-Med was a free medical help-line service of the organization, offering pre-recorded messages in answer to a wide variety of basic medical questions. The old logo consisted of an illustration of an antique-style phone next to the name. The phone image did not successfully convey the modern capabilities of the system and a new image was requested.

The new graphic identity for Tel-Med incorporated a stylized human form, as a medical professional, and the push buttons of modern phone equipment. The symbol was often used without text and still successfully conveyed the purpose of the service.

This re-design appears in the book Logos Redesigned: How 200 Companies Successfully Changed Their Image by David E. Carter.

Toot! Toot!*: Create Magazine features
Jeff Fisher LogoMotives identity designs

The recently released November-December 2007 issue of the industry publication Create Magazine features two logo designs from Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives. The identities for the Irish web development firm DesignEire and a self-promotion piece honoring designer Milton Glaser are highlighted in a feature on the magazine's online Create Network logo Image Battle competition.

Membership in the Create Network, on the publication's website, is free. Members may post blogs, share creative news, participate in an online forum, present a limited portfolio of work examples, and participate in activities such as the Image Battle. Paid memberships provide visitors additional resources and information.

The Image Battle creates a competition between two pieces of work in a variety of classifications. Members may then vote for favorites in each category. The Create Magazine Network section article shows the seven highest ranked logo designs. Two of those identities are by designer Jeff Fisher.

The DesignEire logo was produced for a web development company located in Dublin, Ireland. The design won a Summit Creative Award (Silver) and appears in the books The Big Book of Logos 3, New Logo World (Japan), Graphically Speaking, Global Corporate Identity, and Logo Design for Small Business 2. It was also once critiqued by the UK newspaper The Sunday Times.

Create Magazine erroneously notes that the Milton Glaser image was designed for the design icon. In fact, it was created for, and will appear in, the upcoming book A Tribute to Celebrities from author Pedro Guitton and Spanish publisher Index Book.

Fisher is a member of the HOW Design Conference Advisory Council and the UCDA Designer Magazine Editorial Advisory Board. This past month, his book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, was released by HOW Books, an imprint of F+W Publications. His first book, The Savvy Designer’s Guide to Success, was released in late 2004.

(* If I don’t "toot!" my own horn, no one else will.)

Identity Re-design: Joy Creek Nursery

With gardening season upon us (at least in the Pacific Northwest with improvements in the weather), I look forward to pushing myself away from the computer much more for some playing in the dirt as "garden therapy." My partner Ed, family and friends still marvel, and snicker, at the fact I've become a such a gardener since moving to our North Portland house. Part of my enthusiasm is due to the efforts of Joy Creek Nursery in preparing an incredible palette for the digging, planting, weeding and enjoyment of my garden. As Joy Creek Nursery celebrates a 15th year in business I'm taking a look back at their logo redesign project.

The original logo for Joy Creek Nursery was created by a local print shop out of an immediate need when the business started. A “brand” for the company was then established by using the existing identity on signage, business cards, print ads, catalogues and other items. For designing other marketing and promotion items, and use by the owners, a digital logo was provided in the resolution shown.

In 1998, my thoughts about the existing logo, and its reproduction issues, were conveyed to the owners, who are friends of mine. The inconsistent weight of the letters in the text, the haphazard computer manipulation of the letterforms, the poor quality of the only existing digital imagery, and the two typefaces used in the design blended to convey a graphically unprofessional image for the high-end specialty nursery.

The client expressed concern about introducing a “new” logo after having been in business for some time. They were informed that a “revised” design could maintain a sense of the existing brand, while projecting more professionalism.

The new logo, using a more elegant type, still says “Joy Creek Nursery” to the firm’s clients and vendors. The flowing form between the words hints at the actual creek flowing through the nursery property when presented in blue and conveys an image of the rolling hills of the area when the logo is printed produced as a one-color design in green.

The Joy Creek identity has received its fair share of recognition. The design received a LOGO 2001 award and, as a result appears in the book The New Big Book of Logos. It also is featured in the volumes Logo Design for Small Business 2, Logos Redesigned: How 200 Companies Successfully Changed Their Image and New Logo World (Japan).

Identity Re-design:
North Portland Business Association

Re-designing a business or organization identity can be a challenging process. In addition to attempting to produce a strong new graphic symbol for the entity, it is necessary to take the possible emotional attachment to a prior image into consideration. Adding the design-by-committee aspect of working with a nonprofit organization, or large corporation, to the mix can make such a job much more complicated.

My local neighborhood business association was a dream client when it came to considering a new logo. There was little vested interest in the previous identity and the decision makers of the group were quick, clear and concise in selecting a design to represent their efforts.

The original identity for the North Portland Business Association (above) was a simple and amateur graphic representation of the acronym NPBA. It was usually only evident in the flag of the organization’s monthly newsletter.

The new logo, which reproduces well in one or two colors, projects images symbolic of the North Portland business neighborhood – simplified illustrations of the St. Johns Bridge, the Fremont Bridge and the blue herons that are native to the area. By not conveying images specific to certain industries or businesses of the region, the logo successfully represents all business entities in North Portland. The identity is used on decals for member business, signage for events, the newsletter and membership marketing materials and gives the organization a polished, professional image in the community.

The new North Portland Business Association identity appeared in the recently released Spanish book Logos; From North to South America.

You will find additional examples of identity, web and print redesigns on the Creative Latitude site, in a section called GRAPHIC makeovers. Designer Alina Hagen contributes her observations to the submitted design projects. Quite a few of my own redesign efforts are posted at "GRAPHIC makeovers." Creative Latitude is always looking for other before and after design examples to display on the web site - do consider submitting some of your own efforts.

"Identity Crisis is a rare book" - Chuck Green

One of the blogs I check out on a regular basis is PagePlane, an online presence of design industry expert and author Chuck Green. His site Ideabook.com, the tutorials he offers, and his Jumpola design links are incredible resources for anyone in the profession.

On PagePlane Green has posted a review of Identity Crisis! under the headline Identity Crisis is a rare book. In part the review reads:

If you are a graphic designer who has real-world clients—I suggest you add this book to your toolbox. If you are a business owner or marketer who wants to see how others make over and leverage their identity—Jeff Fisher’s Identity Crisis is a good place to start.

The entire review is available on PagePlane.

Toot! Toot!:
HOW "Designer's Good Business Guide"
features Jeff Fisher start-up advice

Jeff Fisher, the Engineer of Creative Identity for the Portland-based design firm Jeff Fisher LogoMotives, is featured in an article in the "Designer's Good Business Guide" issue of HOW Magazine. The piece, "Start Smart," written by Esther D'Amico, appears in the December 2007 issue of the publication.

Fisher is one of nine industry experts giving advice to designers who may be considering quitting their day job and striking out on their own. Others cited in the article include Justin Ahrens of Rule 29, David C. Baker from ReCourses, Nicole Block of NicEvents, and Sayles Graphic Design's Sheree Clark. Cameron Foote from Creative Business, Keith Pizer of One Trick Pony, Christine Sullivan from The Creative Economy Association of the North Shore of Massachusetts, and Tortorella Design's Neil Tortorella also provide input.

HOW Magazine provides graphic-design professionals with essential business information, covers new technology and processes, profiles renowned and up-and-coming designers, details noteworthy projects, and provides creative inspiration. Fisher has been a member of the publication's Editorial Advisory Board since 2004.

(* If I don’t "toot!" my own horn, no one else will.)

Identity Re-design: Balloons on Broadway

Identity Re-design: Valley Catholic High School

Business Logos

Identity Re-design: American Telecom

Toot! Toot!:
Jeff Fisher LogoMotives showcased in
Spanish book Eating & Designing*

Identity Re-design:
Benicia Historical Museum

Identity Re-design: Tel-Med

Toot! Toot!*: Create Magazine features
Jeff Fisher LogoMotives identity designs

Identity Re-design: Joy Creek Nursery

Identity Re-design:
North Portland Business Association

"Identity Crisis is a rare book" - Chuck Green

Toot! Toot!:
HOW "Designer's Good Business Guide"
features Jeff Fisher start-up advice

LOGO DESIGN PORTFOLIO

THE BLOG-OMOTIVES TRACK

LOGOMOTIVES DESIGN TRACKS

CONTACT

DIRECTORY TO DESTINATIONS

GET ON TRACK!

PLEASE FOLLOW JEFF FISHER LOGOMOTIVES ON FACEBOOK®

THE WRITE TRACK

LINKS ALONG THE TRACKS

Now Available: The Savvy Designer's Guide to Success - A searchable PDF on CD

Blog Archive

TOOTIN' THE HORN

PRESENT/PAST BOARD POSITIONS

COMPETITION JUDGING

About Me