Showing posts with label Design career. Show all posts
Showing posts with label Design career. Show all posts

It gets better: A personal perspective

It has been extremely upsetting to learn of the many teen suicides across the country in recent months - especially those driven to taking their own lives by bullies taunting the young people for being gay, or just presuming them to be gay. The words or actions of bullies can be extremely nasty weapons.

Photo by Daniel Macías, Lanterna Photography © 2010

In recent weeks many men and women have joined in the YouTube It Gets Better Project campaign initiated by writer and activist Dan Savage - someone I met when I lived in Seattle years ago. I initially considered making my own video. However, surprised by the emotions brought up by memories of childhood bullying, I've opted to make my feelings known in writing.

I was bullied a great deal as a kid in grade school. A skinny, gangly, bookish, uncoordinated and sensitive boy, I was about as non-athletic as anyone could be. I was that kid always picked last to be on any team. It seemed to be even worse that I was artistic. The combination of traits led to me often being called a sissy, fag, queer, homo and other demeaning or derogatory terms. Initially, I didn't even know what most of the words meant, but the manner in which they were delivered made the names incredibly hurtful. Occasionally the actions of bullies turned physical in the form of playground fights and once in a while I'd even get in a good return punch or two. Most often I just walked, or ran, away from the confrontation, feeling kind of worthless.

My parents knew little of what was going on in school. I never told them. I had great allies in a few good friends and my sister, who is one year younger. Some amazing teachers either knew or sensed what I was going through and offered valuable support throughout my school years. I found solace and personal pride in writing and artwork. I even won my first art award for a grade school painting.

It gets better.

In junior high school, instead of focusing on the ongoing actions of bullies, I directed my energies to the things I did best: art, writing, biking and even running. I was good at running - away from bullies and perhaps issues in my own life. When I went running or biking I had no cares in the world. No one could hurt me. No one could get to me. I detested P.E. in school, but my track running times caught the attention of the high school cross-county coach. He asked me to tryout for the high school team, but my heart just wasn't in it. Besides, some of my potential teammates were the same guys who continued to refer to me as a sissy, fag, queer and homo.

I was very good when it came to art. People began to take notice of my abilities. My art was shown in exhibitions, won awards and I had the first one-man shows of my work while I was in junior high. I was able to sell my drawings in galleries and at art fairs. My writing skills led to the enjoyable task of writing for the junior high newspaper. Putting my energy into personal passions boosted my confidence and resulted in some degree of respect from a few previous tormentors.

There were still a few bullies making aspects of my life a bit of a hell. I could never understand why these guys found it necessary to go out of their way to be so mean to me, when I had little or no interest in their lives. The continued teasing and taunting had an incredibly negative impact. As a teen I was already going through so much and didn't know how to deal with the name-calling, especially the gay slurs. I wasn't really sure what being gay was, but I knew I didn't want to be whatever it was. In the darkness of night, I would cry myself to sleep and pray that I wasn't gay. I was probably 13 or 14, and beaten up emotionally, when I first contemplated taking my own life; trying to figure out a way that would not leave a mess for someone to clean up after - still trying to be the perfect, tidy, best little boy in the world. Luckily, I never figured out such a method. I also never told anyone of the thoughts I was having.

It gets better.

The transition to a large high school was not easy. There were new bullies to be battled. However, the opportunities to thrive increased as well. I was never going to be a high school athletic star, so I again focused on my strengths and personal interests. There were also attentive friends, teachers and counselors with whom I could confide when problems, or particularly nasty situations, arose.

I became one of the "go to" students whenever art was needed for a school project. My writing again resulted in working on the school newspaper. Activities such as student government provided additional confidence building. In fact, my confidence had increased so much that I was able to personally take on a bully of a different type - a teacher.

An instructor in the art department had created an unpleasant situation. It seemed like a constant battle in attempting to please this individual. When she told me I "wasn't doing my painting right," I decided to stand up for myself. I explained to school administrators that there could not be a "right" and "wrong" in art - and they agreed. I became the first student put on independent study in art; allowing me to explore many art disciplines and begin my path to a life-long career.

The newfound confidence led to many other accomplishments. There were additional art shows and honors. I was named one of two editors of the nationally recognized school paper. At the end of my senior year I was selected "Boy of the Year" and received several college scholarships. Although I was battling some personal inner demons, I was no longer dealing with bullies. In fact, I surprisingly found myself calling some bullies on their shit when they choose to pick on younger students.

It gets better.

College offered incredible opportunities for personal growth and expanding my horizons. Every young adult should have the chance to experience such freedom. The negative aspects of grade school, junior high and parts of high school seemed to have taken place in a previous lifetime. Had I carried out any earlier thoughts of ending my life, I would have never been able to experience the joy I found in studying art, design and journalism in college.

However, I did occasionally struggle with the personal issue of my sexuality - and the taunts of past bullies would resurface. A favorite uncle being banished from the family, for surprisingly asking to bring his same-sex partner to a holiday event, made me realize that I could never travel down the path I seemed to question. Family was much too important to me to risk being an outcast myself.

For many years I lived the life I felt I was expected to live. I would be 29 years old before I could acknowledge, to myself and others, that I was a gay man.

It gets better.

There will always be bullies in life. However, as I learned late in high school, with confidence in yourself and your abilities, you don't have to put up with their crap. You do have the ability to stand up to such individuals, express faith in yourself, make the most of allies, and move your life in the best direction for you as an individual. For me, being different is a positive attribute - not a negative.

My first real job after college was as the art director for a group of medical publications. After an incredible bossed moved on to a better job, a woman was hired to oversee my department. I suspect her own insecurities about her abilities in the position led to her being a bully in dealing with staff. I was having none of it. One day I overheard her yelling at my assistant and actually calling him a "liar." I'd had enough. I walked into her office, literally stuck my finger in her face and said, "We don't talk to people like that around here." I was as stunned as she, but no one should have to put up with what she had been doing for weeks. I then went to my office and wrote my letter of resignation. The company administrators couldn't understand that I had not been offered another job - I simply was not going to work in a situation with such a bully. As I was walking out the door the receptionist said there was a call for me. It was a former client asking if I had time to take on a contract design job for several months.

In 1985, I finally acknowledged I was gay and came out to family, friends and co-workers at the ad agency where I was an art director. For the most part all were very supportive. In my time at the agency I'd heard the owner make a few homophobic remarks to others - bringing back memories of the bullies of my youth. Although not surprised by his personal attitude, I was not prepared for him to call me into his office to tell me my services were no longer needed, as he was "taking his business in a different direction." At my farewell party, co-workers told me the agency principal was taking his company in a "straighter direction" and was "uncomfortable having a gay man in the office." I'd lost my job because I was gay. I was stunned, but vowed to never again allow myself to be put in such a situation.

A Flickr gallery of images from the 20 year relationship of Jeff and Ed

I opted to simply be honest and open about the fact I was gay. Never again would I allow someone else, especially bullies, to use my sexuality or their hateful homophobic words against me. Pro bono work for AIDS organizations, and causes supportive of gays and lesbians, lead to a great deal of design work for businesses and groups in the LGBT community.

My gay-themed work was displayed proudly in my portfolio of work. If someone choose to not work with me because I was gay, that was just fine with me. I most likely would not want to work with them either. The positive impact of my personal stand was amazing. Potential clients often contacted me specifically because I was gay, or had done work for gay organizations. Often those contacting me would mention that they had a gay son, daughter, sibling, grandchild or friend. Over the years, I received many emails from gay teens around the country; pleased to learn they were not alone in their hopes for a successful business life while being openly gay.

Such design efforts lead to being asked to serve on the founding board of a local organization for businesses owned by gays, lesbians and supportive individuals. With the anti-gay Oregon Ballot Measure 9 campaign in full swing, I agreed to be the public face for gay and lesbian business owners in a Portland television station interview. And then came the death threat voice mails on my answering machine. Bullies again.

These bullies were taken a bit more seriously than those of the past. Pleased that I already lived in a security loft building, police officers suggested that I not walk anywhere by myself. Friends, neighbors and clients expressed their concern and support. Luckily, in the volatile political climate of the time, I was not the victim of greater anger, hatred and violence as experienced by some others in the state. Still, I did not live my life in a fear defined by bullies. The bullies did not win.

It DOES get better.

Today, I have an incredible life. After 32 years, my design career continues to be a successful and wonderful ride. I've received a ridiculous number of awards - many for gay-themed work - and my designs appear in over 140 books. I've written many articles for design publications. In the last six years a book I wrote about having a career in graphic design and another about identity and branding have been published. A third is in progress, with more in the planning stages. Each year I speak about design, marketing and social networking to design school, high school, university and business organization audiences around the country. I even taught a week-long class at a design and innovation college in Mexico this past summer.

Most importantly, I have an incredible personal life. My partner, Ed Cunningham, and I have been together for 20 years. In 2004 we were married during a time when it was possible to do so in Portland. After the marriage was annulled by the courts, we pressed forward and became official domestic partners. We are whole-heartedly supported by a number of family members, amazing friends, co-workers, my clients and industry peers, and a great "family of choice." Being gay is not our entire life; but rather one aspect of well-rounded lives.

Make it better.

Do not let bullies define or control your life. If you are being bullied, find the courage to inform a trusted parent, classmate, family friend, school counselor or teacher - especially if you are having thoughts of harming yourself in any manner. Bullying cannot be tolerated. The problem is the bully - not you.

Be proud of your talents, skills and passions. Focus your energies on the things you do the best and enjoy the most. By doing so you will surround yourself with similar, and supportive, individuals.

Make use of the limitless resources available. Participate in the gay/straight alliance at your school - or start your own organization. Get involved in the community center in your own town, such as Portland's Q Center. Many LGBT newspapers, like Just Out in Oregon, have great directories of local resources and events. Valuable resources on a national level include The Trevor Project and GLAAD, and many others.

Create your own support system. If you are turned away by friends or families, form your own "family of choice" made up of friends, co-workers, neighbors, and family who do offer love and support with no conditions.

You are not alone. Help is available at every turn - just for the asking. Be proud of yourself and all that is combined to make you a unique individual. You do deserve to have a wonderful life.

By taking control of your life and destiny, you are making sure that those who bully do not win.

I've rambled enough...all I really wanted to say was: It gets MUCH better.

© 2010 Jeff Fisher LogoMotives

Jeff Fisher offers suggestions in 'Design Matters: Portfolios 01;' new release from Rockport Publishers

Jeff Fisher, the Engineer of Creative Identity for the Portland-based design firm Jeff Fisher LogoMotives is cited as an expert in the new book Design Matters: Portfolios 01: An Essential Primer for Today's Competitive Market. The volume, released by Rockport Publishers, was written by Maura Keller of Keller Ink.

Design Matters: Portfolios 01 defines the core elements of self-promotion and portfolio creation and provides the insights graphic designers need to showcase their work in unique and creative ways. Case studies demonstrate the different techniques designers use to create successful portfolios for different audiences and measure the results of those efforts. The book also details how often portfolios should be updated and distributed and determine workable budgets to produce a great portfolio.

Fisher offers recommendations for portfolio creation and presentation in a book contribution titled "Portfolio Must Haves: Knowing when to stop and when to go." His expertise is recognized as the author of The Savvy Designer's Guide to Success: Ideas and tactics for a killer career, now available in a PDF format on CD from publisher HOW Books.

In addition to freelance writing for more than 50 publications for the past 10 years, author Maura Keller was a marketing communications writer for the award-winning design firm, Yamamoto Moss in Minneapolis. She has also written extensively on marketing and business-related topics for regional and national consumer and trade publications.

© 2010 Jeff Fisher LogoMotives

Toot! Toot!*: Jeff Fisher featured in HOW Magazine article about new corporate culture adaptation

Jeff Fisher, the Engineer of Creative Identity for the Portland-based design firm Jeff Fisher LogoMotives, is featured in an article in the "Creative Talent" issue of HOW Magazine. The piece, "Office Anthropologist," written by Julie Sims, appears in the August 2009 issue of the publication.

Sims, the director of communications strategy for The Creative Group, interviewed Fisher, author of The Savvy Designer’s Guide to Success, and Lionel Carreon, a recruiter for San Francisco-based digital marketing firm AKQA. The experts provided tips and tactics for creatives adapting to corporate cultures following the acceptance of new employment opportunities.

HOW Magazine strives to serve the business, technological and creative needs of graphic-design professionals. The magazine provides a practical mix of essential business information, up-to-date technological tips, the creative whys and hows behind noteworthy projects, and profiles of professionals who are influencing design. Founded in 1985, the HOW brand now extends beyond the print magazine to annual events for design professionals, yearly design competitions, digital products and books. The magazine is published in Cincinnati by F&W Media.

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

Toot! Toot!*:

Portfolio site DesignHide interview shines

spotlight on Jeff Fisher LogoMotives

The design industry portfolio site DesignHide is currently featuring Jeff Fisher LogoMotives as its Designer Spotlight for the month of July. Fisher is interviewed about his 30-year career, his major considerations in initiating identity design projects, advice for others starting a design career, and more. DesignHide is defined as an online resource for "creative media producers, including web designers, graphic artists, videographers, print media producers, photographers, artists, and ad managers, to display their work with the end goal of attracting new business opportunities."

As noted on the DesignHide Spotlight page, "Every month we choose a design company from within the DesignHide community that characterizes the qualities of "creative, attractive, effective design." We base this evaluation on the website of the designer, their portfolio, and their work on DesignHide. We look at hundreds of designers, many of whom have incredible portfolios, but we think that the designers featured in our Spotlight represent the best of the best." Fisher does have a portfolio posted on the DesignHide website. The designer recently included DesignHide as an online showcase possibility for designers in his blog article Marketing logo design efforts with online resources.

Jeff Fisher has received nearly 600 regional, national and international graphic design awards for his logo and corporate identity efforts. His work is featured in over 100 books on the design of logos, the business of graphic design, and small business marketing.

Fisher is a member of the HOW Design Conference Advisory Council and the UCDA Designer Magazine Editorial Advisory Board, and served on the HOW Magazine Editorial Advisory Board,. His 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.)

© 2008 Jeff Fisher LogoMotives

Toot! Toot!*:
Create Magazine quotes designer and
author Jeff Fisher on education options

Jeff Fisher, the Engineer of Creative Identity for the Portland-based Jeff Fisher LogoMotives is quoted in the January/ February 2008 issue of the industry journal Create Magazine. The veteran graphic designer is one of several industry professionals cited in regards to design education options for the article Art School vs. The Real World, from Dave Willmer of The Creative Group. The piece is part of the publication's annual Learn special section; a "guide to education for the creative mind." The feature includes information about a wide variety of design and art schools throughout the U.S.

In concluding his comments, Fisher addresses graduating design students with; "when you walk out of your school for the last time, degree in hand, your design education may truly begin."

Create Magazine provides creative professionals with an insider's perspective on the people, news, trends and events that influence the local advertising, design, printing, photography, film & video, animation and new media industries. Published in five regional editions, the publications has approximately 45,000 readers nationwide.

The Create Magazine web presence provides creative individuals with additional pertinent news, the opportunity to post an online portfolio, industry blogs, a job board, networking opportunities through a community forum and more.

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.)

© 2008 Jeff Fisher LogoMotives

2008 HOW Design Conference site goes live

The web presence for the 2008 HOW Design Conference, to be held May 18-21, 2008 in Boston, has gone live. Information about conference registration, sessions to be held, this year's speakers, available design studio tours, making travel arrangements and Boston tourism is available on the website. The 2008 HOW Conference program includes more than 50 sessions in a variety of tracks, including Creativity & Inspiration, Design Disciplines, Career Development and more.

Attendees registering prior to the Early-Bird Deadline of March 28th will save $80 in fees.

The 2008 HOW Conference marks the fourth time I have been invited to be one of the design industry speakers making presentations. I will be speaking on "Planning, Packaging and Promoting Yourself as the Product" as part of the Career Development track.

There will also most likely be a book signing for my recently released book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities into Successful Brands, at the on-site conference bookstore.

Nice little plug (above) on the HOW Forum, too. (That's where I most often hang out with my imaginary design friends.)

design:related™ features Jeff Fisher

Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives, is currently the Featured Designer on the homepage of the creative industry networking site design:related™. A social-based website, design:related™ brings together creative people from different disciplines (and world locations) of the design world. With the integration of portfolios, inspirations, job postings, and community, the site serves to motivate designers to share ideas, inspire, and be inspired.

Designers are able to create a professional and personal profile, upload a project portfolio, post a resume PDF, share inspiration resources, link to news items, create a network of designers, and interact with others through private messages. Employers are also able to create creative industry job postings.

Designers should take the quick tour of the site's capabilities, posted on the homepage, and consider participation in the social and professional network created specifically for creatives.

© 2007 Jeff Fisher LogoMotives

A look back at a successful self-promotion effort

I've come across some interesting items while sorting through over 30 years of files and folders of graphic design work and project documentation. Yesterday I found an undated, yellowed tear-sheet, of an article I'd written, from what must have been a 1992 or 1993 issue of the industry publication Graphic Design: usa. It appears to have been an issue with the special feature "Generating New Business" and I was writing about a promotion piece I had created for myself. The following is the text of the piece:

Fisher: Time to solicit new clients

The recession was late in coming to the Pacific Northwest. While hearing horror stories of the economic downturn hitting the advertising/design industry on the East coast, business in the Seattle and Portland markets did not seem to be affected in the last quarter of 1990. My own business is traditionally slower after the first of the year and during the first quarter of 1991 I planned to take advantage of this, scheduling time to design and produce my first major self-promotion piece.

Little did I know how fortunate I would be in the timing of the promo piece. The business slowdown hit the Northwest beginning in March. I found existing clients cutting back the production of new advertising/ marketing materials and relying on previously used pieces. Several scheduled corporate identity projects were suddenly put on hold as companies tightened their belts. Clients previously prompt in paying invoices slowly began paying their bills at 60, 90, 120 days or more. I even found it necessary to resign one major account of the issue of increasing late payments. In addition, several months earlier an ad agency that was my "bread and butter" account had merged with another firms that was not using as much freelance talent.

It was definitely time to solicit some new clients. My identity design work had been on a steady increase over the past two years and I felt I wanted to increase that area of my business even further. With the assistance of friends, who own a fulfillment house, I created a mailing list targeting over 700 advertising agencies, public relations firms, design houses, publications, non-profit organizations, clients, former clients and other business contacts made in my 10 years as a designer.

In designing the actual piece I found that I am my own worst client. My type house, camera shop and printer all commented on my increased perfectionism - several times. I also had great difficulty in trying to decide which of the logos I have designed to include in the project. Of course, I have my own personal favorites, but I wanted to show as much variety as possible. In the end I included 97 identities in the booklet form piece.

The promotional effort hit the mail in mid-April. I was being realistic in thinking most would end up in office filing cabinets and that I might not get much response for a few months. However, within one week I had identity projects from five new clients. What surprised me most were the number of people who called, or wrote notes, acknowledging my efforts with their compliments. To date I have had almost a 10% response to the project in the form of calls, letters, requests for more information or estimates, as well as actual projects.

As a follow-up to the mailing, I sent out press releases announcing all of my new clients, and their projects, for the first time. In each case the item has been published, creating even more response to, and confirmation of, the promo piece. It may be necessary to initiate a second printing of the brochure.

It's interesting to take a look back at this self-promo piece. The brochure was designed and created pre-computer. In fact, it was pre-Jeff Fisher LogoMotives - although an early Logo Motive identity design is included. The mailing envelope features a caricature of me drawn at an early 1980's media party by cartoonist and animator Bill Plympton - who later went on to great career success - including an Oscar nomination and a Cannes Film Festival Prix du Jury Award.

I now cringe at some of the logo designs I included in the piece - although quite a few have survived the test of time as strong, effective identities. With this being pre- "Toot! Toot!," press releases that were sent out after the promo item had the heading "Jeff Fisher Has Done It Again!" It was a very successful self-promotion effort for me, with new clients using it to contact me for five years after my initial mailing. I haven't sent out a major promotion effort since. The vast majority of my clients - and potential clients - at the time of the mailing were in Portland. These days about 80% of my business is outside of the Northwest, primarily due to Internet exposure.

In the GD:usa article, and on the promo mailing envelope, I make note of having been a professional graphic designer for ten years - when, in actuality, I began making a living as a designer about 1978. Maybe in the early 1990's I didn't feel that I had become a "real" designer until the early 1980's when I started working more independently. I didn't have a great deal of confidence back then. The response to my self-promotion mailer, and the GD:usa feature being published, did a great deal in confirming my abilities as a designer.

One of my great career lessons of this time was realizing how important it is for a designer, or design firm, to promote oneself all the time - rather than waiting until no work is coming in the door.

© 2007 Jeff Fisher LogoMotives

Toot! Toot!:

HOW "Future of Design" issue features Jeff Fisher

Jeff Fisher, the Engineer of Creative Identity for the Portland-based design firm Jeff Fisher LogoMotives, is featured in an article in "The Future of Design" issue of HOW Magazine. The piece, "Plotting your course," written by creative industry writer Julie Sims, appears in the August 2007 issue of the publication.

In the article, industry experts give advice to designers for getting their professional life on track and steering it in the direction of desired results. Fisher is cited from the perspective of author of The Savvy Designer's Guide to Success: Ideas and tactics for a killer career. Others quoted in the feature include creative consultant and author Lee Silber; Tod Martin, owner of the firm Unboundary; and Jim Krause, principal of Jim Krause Design and author of numerous design books.

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.

Jeff Fisher has received nearly 570 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 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

2007 In-HOWse Designer Conference site goes live

Yesterday HOW Magazine launched the site for the 2007 In-HOWse Designer Conference, to be held at the Hyatt Regency in Austin, Texas this September 9th through 11th. I heard great things about the previous In-HOWse event and would highly recommend this industry gathering for those creating design within organizations, businesses, agencies and corporations. Having been an in-house designer in my past life, I know that such design professionals often need all the inspiration and cheerleading they can get.

Some of my favorite people are speakers for the event - in particular the dynamic Kevin Carroll of The Katalyst Consultancy, the divine Jeni Herberger of Design Matters, and those wild and crazy HOW Editors Megan Patrick and Bryn Mooth.

Need another excuse to attend?: Austin is a kick-ass place to visit...

© 2007 Jeff Fisher LogoMotives

Toot! Toot!*:

Graphic Designer's Guide to Better

Business Writing features Jeff Fisher

Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives, is one of the design industry experts featured in the new book The Graphic Designer’s Guide to Better Business Writing, by authors Barbara Janoff and Ruth Case-Smith. The volume, from Allworth Press, includes case studies, advice and graphic examples from design educators and professionals such as Larry Asher, Michael Bierut, Margo Chase, Cameron Foote, Lee Silber and many others.

The Graphic Designer’s Guide to Better Business Writing teaches graphic designers how to write compelling business communications. Created especially to address the needs of graphic design students and professionals, this handy guide breaks the writing process down into simple, easy-to-understand stages and offers practical writing and presentation models that designers can put to use immediately. Real-life examples cover an array of essential topics: writing winning resumes and cover letters, landing accounts, writing polished letters and reports, creating design briefs, and much more.

Fisher's contributions include an example of one of his "Toot! Toot!*" press releases, a project value sheet presented to nonprofit groups at the completion of pro bono or discounted design jobs, and an example of a logo design sample sheet (below) provided to potential clients. Fisher is also cited in the book, discussing the benefits taking on pro bono design projects and the use of press releases as a marketing tool. His own book, The Savvy Designer’s Guide to Success, is listed in the selected bibliography.

Author Barbara Janoff has taught business communications for more than 20 years. As Writing Coordinator at Fashion Institute of Technology, SUNY, she developed writing courses for graphic designers and photographers. Co-author Ruth Cash-Smith has taught business communications for colleges in the United States, Singapore, Malaysia, and Hong Kong. A former job search coach, she has written several award-winning handbooks for nonprofit organizations.

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

I'll be speaking at the 20th annual Portland

Community College Art Beat on Thursday

Today, May 7, marks the start of Portland Community College's 20th annual Art Beat Week. I will be speaking about my 30-year graphic design career, and various aspects of identity design, Thursday, May 10 at 10:00 a.m. in the Little Theater on the Sylvania Campus - 1200 S.W. 49th Avenue, Portland, OR 97219.

The celebration of art, dance, music, literature and theater includes dozens of events at all three PCC campuses and the Southeast Center. All events are free, and all are welcome. Even parking is free during Art Beat Week. Schedules of activities may be found at the following venue links: CascadeRock CreekSoutheast CenterSylvania.

In addition to the scheduled speakers and presentations, each year PCC acquires a piece of work from an area artist to add to the Art Beat collection. The paintings, drawings, prints, sculpture, textiles and photography are usually dispersed among the PCC campuses and not always easy to view. This year, to celebrate Art Beat's twentieth anniversary, PCC has brought together the entire collection. The Art Beat exhibition opens at Rock Creek and will then travel to the Sylvania and Cascade campuses - check the venue links above for exhibition dates and locations.

I look forward to meeting any local graphic design professionals and students. Stop by and introduce yourself if you attend my presentation.

Poster design by Linnea Noreen Gruber

© 2007 Jeff Fisher LogoMotives

The design firm name conundrum

What's in a name? A great deal when you are a graphic designer attempting to brand yourself for business purposes. Designers are often commenting to me about the difficulty in determining how to label themselves for business purposes. Others in the profession regularly post questions about the issue on online design forums.

Although I've been very happy to use the business name Jeff Fisher LogoMotives for the past ten years, I had the same struggle when first starting out in the design profession - and the challenges continued for a number of years.

When first moving to Portland in 1980, I created a simple red "jf" icon, making use of the font Tiffany, to be used on my resume and stationery items as I searched for my first design job. In the poor economy of the time there were no jobs to be had and I soon found myself taking on independent design projects from a variety of clients.

That's when I started playing with the possibility of creating a name for my design and art efforts. I came up with the term "art-werks, ink." as an umbrella name for what included my graphic design efforts, and the ink line drawings and silkscreen prints I was selling at galleries throughout the state of Oregon. The graphic was a simple image of a bottle of India ink with the top portion of the symbol creating the "A" letterform. The ink bottle seemed especially appropriate as I was often spilling bottles of the black substance all over the furnishings and carpet of my home. I had a rubber stamp made of the ink bottle icon in a circle and would often use the stamped identity imagery on business correspondence. The type was a somewhat phonetic treatment of the business name in Avant Garde.

Following the career interuption of my first "real" job as art director of a group of medical publications, I again needed to establish an image for myself for the contract work I was then doing above and beyond a then current ad agency art director position. I revisited the image I used on my resume about four years earlier. "Jeff Fisher Graphic Design" was the name being used at the time.

A move to Seattle in 1985 resulted in a lot of changes. My partner, at the time, was selling menu design and production services. As restaurant identity and menu design work began coming my way I toyed with the idea of marketing myself as "MenuGraphix." It seemed to be a little too limiting as far as attracting new clientele outside of the restaurant industry. I then introduced myself as "Ad Ventures, Ink."

Once again a pesky traditional employment situation, this time as creative director of a clothing company, got in the way of seriously making use of the new business moniker.

It was about this time that I first tossed out the name "Logo Motive" as a possible business identification. It was met with nothing but negative feedback from family, friends and clients. The name, and the created logo image, was used in one print ad and shelved. I was nearly a decade into my career as a professional designer and all felt I should be using my own name to capitalize on my design reputation.

In the late 80's I moved back to Portland and, while maintaining my Seattle clientele, I needed to reintroduce myself to the Portland market. Initially I used the previous identity with the red "jf." However, it felt dated and I soon was using a very simple treatment of "Jeff Fisher" in Kabel. About four years later I resurrected the idea of using "Logo Motive" again. In Portland the concept was met with the same enthusiasm I experienced in Seattle - and I filed the revised images away.

A couple years later I hit a design career "speed bump." I was feeling bored with my profession and probably experiencing a bit of "burnout" after working in design for nearly 20 years. In re-evaluating my professional options I determined I really wanted to focus on identity design.

The old "Logo Motive" concept came out for another look. By fine-tuning the locomotive image, maintaining the use of the font Kabel, adding "Jeff Fisher" to the graphic, and putting an "s" to what was now the single word "LogoMotive," the business identity for "Jeff Fisher LogoMotives" was born. The best thing about the business name and logo is that my target client audience is told who I am and what I do.

Had I listened to my "gut instincts" about a possible business name - instead of the feedback from others around me - I might have established a stronger, and more permanent, business image much earlier. Instead, I was my own worst, wishy-washy client. Still, the end result was worth the effort and is still chugging along the tracks after a decade of use. I don't think I'll be changing it any time soon.

© 2007 Jeff Fisher LogoMotives

HOW Conference early-bird registration date nears

Design professionals who wish to attend the 2007 HOW Design Conference in Atlanta, June 10-13, have until April 13th to meet the early-bird registration deadline. Discounted rates are available to individual and group registrants confirming conference registration by that date. Arrangements may be made online through the conference website. In past years this has been a sold-out conference.

The HOW Design Conference offers designers, and design students, the opportunity to network with over 3000 designers and 50+ speakers and workshop coordinators. The 2007 Conference program features 49 sessions covering everything from creativity to your career to design tools. The sessions are split into six tracks so you can easily find the sessions you want (and need) most: Creativity & Inspiration, Design Disciplines, Business & Management, Career Development, In-House Issues, and Technology & Production.

Check out the conference site, blog and online forum for more information about this exciting industry event. The website even offers advice for convincing your boss to send you to the 2007 HOW Design Conference.

Remember: Early-bird registration deadline - April 13th

© 2007 Jeff Fisher LogoMotives

BoDo launched as design professional resource

BoDo - the Business of Design Online - has launched its internet presence as an information resource for design professionals. BoDo’s aim is to provide a focused wealth of information, tools and techniques for successfully managing and marketing a design practice. Designers will find continuously updated resources for running a design shop, including select e-books, business forms, excellent articles and more on BoDo.

Created as an extension of the highly successful Creative Latitude design industry website, BoDo was conceived and developed by the team of Catherine Morley, Neil Tortorella and Jeanette Wickham. The trio will contribute regular blog posts and the occasional article series. A major strength of BoDo will be the growing list of visiting authors and content contributors.© 2007 Jeff Fisher LogoMotives

The Pentagram Papers packaged and released

For years I've always been a big fan of the work - and writings - of the design industry powerhouse Pentagram. Since 1975 the firm has issued the Pentagram Papers, a limited edition series of booklets that examine “curious, entertaining, stimulating, provocative, and occasionally controversial points of view” related to design. Published once or twice a year, the Papers have been distributed exclusively to friends and clients. In recognition of the company's 35th anniversary, the Papers have been collected and make their public debut in a new book, The Pentagram Papers, recently released by Chronicle Books in the US, and to be followed by a February rollout from Thames & Hudson in the UK.

Each Pentagram Paper explores a unique topic of interest—from the lights of London’s famed Savoy hotel to the pop architecture of Wildwood, New Jersey; from the mailboxes of rural Australia to the classroom aids of Mexico. The Pentagram Papers includes a detailed discussion of the series’ origins, reproductions of the 35 entries so far, and tucked in the back, a complete new paper, Marks of Africa, number 36 in the series. The book was conceived and designed by Pentagram partner Kit Hinrichs.

Note: Photo courtesy of Pentagram

Startup Nation podcast features LogoMotives

Yesterday, after returning from an extended Thanksgiving weekend, my several hundred emails included Startup Nation's weekly newsletter with the subject "8 Steps to Blogging Success." I clinked on the link to the resource site for entrepreneurs and small business owners, read the informative article by writer Lynne Meredith Schreiber and posted a comment about making use of blog directories as an additional resource. In a very short period of time I received a private message from Joel Welsh, the Chief Community Officer of Startup Nation, asking if he could interview me for the Community Podcast series.

The result of the very enjoyable, somewhat "real world," interaction is the podcast "Marketing Through Blogs and Forums." Joel and I covered my use of bLog-oMotives as a promotional tool to inform potential clients about my work and draw visitors to my website. We also discussed how completed online forum/community profiles, actual forum posts and well-managed forum signatures can be part of a successful business marketing plan.

Of course, along the way I got in plugs about my first book, The Savvy Designer's Guide to Success and my upcoming volume, Identity Crisis! I also got another opportunity to "blame" Kevin Carroll and Karen Larson for my 2004 HOW Conference appearance in my underwear, and got in a mention of one of my favorite blogs - Designers Who Blog.

I do hope you'll take the opportunity to give the podcast a listen. You may also want to take a good look at the other valuable resources available at Startup Nation.

Note: Chief Community Officer Joel Welsh comments further on the conversation we had yesterday, and the benefits of cross-marketing, in a follow-up podcast today.

Update: In doing an online search, I just discovered that my podcast with Joel has been mentioned as a "WILDhair" at Designers Who Blog

© 2006 Jeff Fisher LogoMotives

50 essential bookmarks

Communication Arts asked leading designers, representing a cross-section of the profession, to share the top ten sites they consider vital to their work. Culled from more than 500 suggestions, the 50 essential bookmarks was originally published in the Communication Arts November Design Annual 2006. The list is divided into categories to help navigate the Web.

Many of the listings are already among my favorites. I was especially pleased to see Designers Who Blog on the roster.

To market, to market, to get design gigs?

On several online forums, in recent face-to-face discussions with designers, and in numerous emails the past few weeks, the question has been the same: "How should an independent graphic designer go about marketing themselves?"

I don't pretend to have all the answers for every business. However, the most successful methods for promoting my business are listed below. Hopefully others will find some valuable advice and tools for bringing clients their way.

Industry design competitions: The majority of my marketing budget goes to cover entry fees in industry design competitions. Having pieces honored results in work being printed in design annuals and other design books. I have at least one potential client a week contact me because they have seen my work in a design book at their local bookstore. It also gives you "bragging rights" for press releases announcing your career accomplishments. Do be cautious of "design contests" that are nothing more than "spec" work in disguise.

Press releases: One of my major methods of marketing/promotion is sending out press releases about my work. Make a list of newspaper and magazine editors in your area, and the editors of design and business publications you wish to contact, and send out releases about your business - announcing a new business, new clients, completed projects, design awards and other accomplishments. Seek out press release distribution opportunities online as well such as PRweb.com or PRleap.com. Developing relationships with editors, and design or business editors, creates a number of possibilities for future media exposure of one's work and business. I also send out my press releases in email format to past clients, current clients, potential clients who have contacted me, vendors, friends and family. You never know when someone needs to be "reminded" that your services are available.

Networking: Make EVERYONE you know aware of what you are doing - family, friends, neighbors, former clients, local businesses, and others. Join a local business organization, Chamber of Commerce, industry related organization (International Association of Business Communicators, local ad federations, marketing associations, Women in Communications, public relations organizations, AD2, etc.) and network with people who may need your services. ALWAYS carry your biz card with you. Part of networking is participating in online forums specific to design or business.

Blog: These days my most effective marketing tool is my blog - which is done a no cost. Still, it gets me a great deal of exposure and brings a large number of clients my way. It also directs writers and editors my way who want to use me as a resource or write about my blog. (I just did a Google search for my blog's name and 65,400 references were found.)

Website: I am surprised at the number of independent designers I come across who do not have a web presence. If you don't have a website you had better get one established. Your potential clients will EXPECT it. Most of my clients come to me by way of my website - after reading about me or seeing my work elsewhere - and 80-85% are from outside my home state.

Online directories: Make use of free and paid online directories to get your name and contact info out to possible clients. (Watch for a blog entry about online directories in the near future.)

Work with nonprofits: A good way to promote your business is to do pro bono, or discounted, work for nonprofit causes you support. You should get a credit on all the pieces being produced for the organization. You also have the opportunity to meet a lot of business leaders in the community who serve of the board of directors or are involved with the group. I discourage designers from ever doing free work for "for profit" ventures. In doing so you convey that your work has little or no value - and that's what they will remember if you go back to them for future projects.

Being the expert: Writing articles for publications, making yourself available to the media as an industry expert and being a speaker are all excellent methods of promotion. I was once contacted by a potential client who was given my name by someone who had heard me speak to a group of Small Business Development Center educators FOUR YEARS earlier! Establishing relationships with editors has been a great marketing tool for me. I was recently contacted by a writer for a major business magazine. He remembered me being quoted in an article on a website five years ago and sought me out. Such exposure always results in new client possibilities. When editors or writers contact me for quotes or illustrative content I usually drop everything to make what they need happen. Most such offers have a limited "shelf life."

Direct Mail: Target the businesses with which you would like to work and send them a postcard, brochure or flyer about your services. It's been over 15 years since I've done so, but when I did I had ten new clients over a period of several weeks and I was still getting work from the one 750-piece mailing five years later.

For me it's all about spending as little as possible to market/promote my efforts for maximum exposure and results. My work is constantly promoting itself - with minimum effort by me. I do dedicate at least half of each Friday - the day each week that I have no client contact - to marketing and promotion.

As I mentioned earlier, this is not the "be all, end all" list of marketing and promotion possibilities for the independent designer. Still, the suggestions should be helpful in getting you started with some marketing efforts.

© 2006 Jeff Fisher LogoMotives

Design industry experts offer career advice

in navigating sticky situations at work

In every in-house designer's career, unique, uncomfortable and difficult workplace dilemmas will at some time rear their ugly heads. How one handles such situations may play a major role in the future at a given job. The Creative Group eZine called on four design industry professionals to offer possible suggestions in taking on common career predicaments in the latest issue article Business Etiquette Survival Guide: Navigating sticky situations at work

National speaker, author and marketing mentor Ilise Benun; Wyeth Corporate Graphic's assistant director Glenn John Arnowitz; design principal and Langton Cherubino Group partner David Langton; and myself were all asked for input on a variety of possible career-impacting situations. Hopefully our feedback will help others in the design profession be better prepared for the sticky situation surprises that may pop up in the workplace.

© 2006 Jeff Fisher LogoMotives.