Toot! Toot!*:

Jeff Fisher LogoMotives design

featured in 1000 Retail Graphics

The identity for the Portland-based business institution W.C. Winks Hardware is featured in the new design book 1000 Retail Graphics: From Signage to Logos and Everything In-Store from Rockport Publishers, Jeff Fisher, the Engineer of Creative Identity for the firm Jeff Fisher LogoMotives, designed the logo. The book, featuring a wide variety of design images from around the world, was compiled and edited by the design firm JGA. (A Spanish edition, 1000 DiseƱos Comerciales has been released by Index Book.)

For nearly a century the hardware retailer did not have a business identity at all - although nearly everyone in the city was aware of Winks Hardware due to its reputation as the hardware store. Client Anne Kilkenny, grand-daughter of founder W.C. Winks, requested a logo that would look as if it had been in use since the day the store opened in 1909. Fisher created a stylized illustration of Winks from the only existing photo of the man and made use of typefaces appropriate to the early 1990's.

The Winks Hardware logo has previously been published in the books American Corporate Identity/14, New Business Card Graphics 2 (Japan), Letterhead and Logo Design 7, Graphically Speaking, LogoLounge, Volume 1, Logo Design for Small Business 2, and Logos from North to South America (Spain).

Jeff Fisher has received nearly 550 regional, national and international graphic design awards for his logo and corporate identity efforts. His work is featured in more than 85 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 first book, The Savvy Designer’s Guide to Success, was released by HOW Design Books in late 2004. His new volume, Identity Crisis!, will be on bookshelves in late 2007.

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

© 2007 Jeff Fisher LogoMotives

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