The identity design work of Jeff Fisher, the Engineer of Creative Identity for the firm Jeff Fisher LogoMotives, is represented in the recently released book Relogo: Re-designing the Brand. The volume, from Chinese book company Sandu Publishing, features logo re-design examples from around the world.
Earlier this year, an editor from Sandu contacted the designer requesting the submission of any recent Jeff Fisher LogoMotives rebranding efforts for possible inclusion in the book. Fisher had just completed the implementation of his new identity for Portland law firm Samuels Yoelin Kantor LLP (above, lower right). The new logo is an update of the logo he originally created for business in early 1997 (above, upper right).
Over the years, the graphic representation of two heavy law books, forming an S letterform, has become a very recognizable icon for the business. The original identity was honored with a Bronze in the Summit Creative Awards. It has also appeared in the 1997 PRINT Regional Design Annual and the books International Logos & Trademarks IV, New Logo & Trademark Design (Japan), The Big Book of Logos, Global Corporate Identity and The Best of Letterhead and Logo Design.
Fisher, a 33-year design industry veteran, is the author of Identity Crisis!: 50 redesigns that transformed stale identities into successful brands and The Savvy Designer's Guide to Success: Ideas and tactics for a killer career. Other book projects are currently in the works. The designer has received over 600 design awards and his work has been published in more than 160 books on identity design, self-promotion and the marketing of small businesses.
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.)
© 2011 Jeff Fisher LogoMotives
