Toot! Toot!*: Newly released 'Typeface' volume showcases logo design by Jeff Fisher LogoMotives

A capital campaign identity design for the Oregon landmark Vista House, created by Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives, is included in the recently released book Typeface: Classic Typography for Contemporary Design. The volume, by The Society of Typographic Aficionados (SOTA) Executive Director Tamye Riggs, was published by the Princeton Architectural Press. Featuring contributions from nearly 100 international type foundries, type designers and graphic designers, the book presents a historical perspective on a wide variety typefaces, exhibits examples of type in use and suggests options designers may consider for comparable results.

Fisher created the Vista House identity for the Oregon State Parks Trust and the Friends of Vista House to support restoration fund-raising efforts. His sister, Sue Fisher, served as creative director for the project as owner of TriAd Advertising at the time.The logo design also appears in the books Graphis Logo 6, 100's Visual Logos and Letterheads and Letterheads and Logos from North to South America. Vista House, built in 1916-1918 on a bluff overlooking the Columbia River as a memorial to Oregon pioneers, is listed on the National Register of Historic Places.

In the book Typeface, the Vista House image appears and an example of the font Bembo in use. Copperplate compliments the primary type selection within the design.

Designer Jeff Fisher is the author of Identity Crisis: 50 Redesigns That Transformed Stale Identities into Successful Brands (HOW Books, 2007). He has received over 600 regional, national and international graphic design awards for his logo and corporate identity efforts and his work is featured in more than over 100 books on the design of logos, the business of graphic design, and small business marketing. His first HOW Books offering, The Savvy Designer’s Guide to Success, appeared on bookstore shelves in late 2004, and has been re-released in PDF format on CD. Fisher is currently writing a book about typography in identity design.

In January, Fisher was named one of design industry publication Graphic Design USA’sPeople to Watch in 2009.” In 2008, Jeff Fisher LogoMotives was recognized as one of the top 100 U.S. home-based businesses by the web presence StartupNation.

More information about Jeff Fisher, and his design and writing efforts, may be found on the Jeff Fisher LogoMotives blogfolio.

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

© 2009 Jeff Fisher LogoMotives

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