I am continuing to sort through and archive over 30 years of design projects as I organize my home studio. It amazes me how much concept and process documentation I have filed away over the years. I seems a possible book on my 30+ years is evolving as I find more such materials all the time - and I haven't even started converting years of floppy disks to more stable archival vehicles.
Recently I came across the original planning meeting notes for a 1995 AIDS organization fundraising event to be called "Coffee Cares." The sheet of notebook paper listed a variety of possible event names and taglines. As the meeting progressed I scribbled out a possible logo design in ball point pen - based in part on the design of my own previous logo design for the Seattle restaurant Glo's Broiler. By the time the meeting was adjourned the event identity was created in my mind and on my page of notes.
My rough sketch included a roughed out intrepretation of the font Frankfurter Highlight for that retro cafe look, a checkerboard pattern above and below the event name, a space for the yet-to-be-determined tagline and steam coming off the coffee cup in the form of the AIDS ribbon.
Within a day my final logo concept was created, presented and accepted by the event planners. Little changed from the original scribble. I did drop the checkerboard pattern above "Coffee Cares" and the space reserved for the tagline was moved from the left to the right - now filled with the message "Baristas, bakeries & bistros supporting people with AIDS."
The image was very successful in drawing attention to the city-wide event in Portland and the fundraiser added to the coffers of local AIDS organizations. The logo was also featured in the books Restaurant Graphics 2, Typography and Blue is Hot,Red is Cool: Choosing the Right Color for Your Logo.
© 2007 Jeff Fisher LogoMotives