GraphicDesign.com reviews "Identity Crisis!"

Back in the fall of 2007 my second book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities into Successful Brands, was released by How Books. It's always the hope of any author that their book will have some longevity - or take on a life of its own. I was very pleased when I contacted by the editors at the recently revamped GraphicDesign.com with an expressed interest to take a new look at Identity Crisis!. With copies of the book still available online, and in the design section of some bookstores, I appreciate the GraphicDesign.com review.

© 2012 Jeff Fisher LogoMotives

'Identity Crisis!' included in limited edition MyDesignShop.com 'branding expert' package

Update: The 'Become a Branding Expert Ultimate Collection' SOLD OUT on 04.01.11 through the MyDesignShop.com website.

The book Identity Crisis!: 100 Redesigns That Transformed Stale Identities into Successful Brands by Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives, is included in the latest Ultimate Collection Series package offered by MyDesignShop.com. The 'Become a Branding Expert!' collection is limited to 100 purchases at the special price of $119.

The 'Become a Branding Expert Ultimate Collection' also includes:

Why We Buy, Why We Brand. Debbie Millman's Branding Secrets On Demand DesignCast. Debbie Millman takes a keen look at the influence branding has on our everyday lives, from branding ourselves and the world around us to the role branding plays in the products we buy and the way we live.

Chermayeff & Geismar's Identity Design Process Revealed - On Demand Master Class. Sagi Haviv, recently called a "logo prodigy" by The New Yorker, walks you through his firm's time-tested approach to identity design, with 4 real-world case studies from start to finish.

A Logo Does Not Make A Brand - On Demand Master Class with Joe Duffy. In this Master Class, Joe Duffy discusses what brands need today: a complete 'language' that is unique to them, one that they can call their own. This language must encompass every point of contact with the audience - the way it looks, sounds, even smells.

Branding is Like Dating - On Demand Conference Session. Marcus Hewitt will take you from initial concept to potential repositioning. Plus, learn the seven steps to better brand relationships.

2009 How Annual CD. Get a whole year's worth of inspiration & ideas from the leading business and creativity magazine for graphic designers.

2009 Print Retrospective CD. Portable, searchable, and printable, this CD offers a gorgeous look book and insightful critique of the best design in the United States and around the world.

The $119 special offer is valued at $330.

© 2011 Jeff Fisher LogoMotives

The Jeff Fisher LogoMotives identity evolution

I get a lot of questions about the creation of the Jeff Fisher LogoMotives identity, especially as many designers struggle with the creation of their own logos. I was certainly no different.

1987-1988

Almost eight years after moving to Portland from college, and beginning my career as a professional graphic designer, I determined I needed a business name that reflected my interest in logo design, combined with my lifelong fascination of toy trains and actual locomotives. The examples above show the development of a logo for, what I originally intended as the name, Logo Motive Design. The first drawing was executed in ballpoint pen on a notepad, recreated with a rapidiograph pen (this was before most designers had computers), and then reversed out to final art. The logo only appeared in one print ad. It was not met with positive feedback from friends and clients, who felt the emphasis on my personal skills and talent required my own name in my business identity. So, the idea was shelved and I continued as Jeff Fisher Design.

1991-1995

With more and more of my design work being involved in identity efforts I revisited my original concept for the business name Logo Motive. I attempted to create a logo combining the necessary text and a symbolic art element in an integrated emblem, while also conveying my own creativity and identity design ability. The rough design for the initial train imagery incorporating the name LogoMotive was even included in a 1991 self-promotion piece. I again received negative feedback from clients and associates in regards to such a name making my efforts seem impersonal and too corporate. Still, I began using the business name LogoMotive in 1995 to give an identification to what was unintentionally becoming my primary business focus. I again halted my own logo project out of frustration with it not conveying a strong enough image - and the effort becoming a low priority due to an ever-increasing workload.

1997

Early in 1997 I decided to finally finish the logo project I began ten years earlier for my worst client - myself. About 80% of my design projects were now logos. Potential clients, clients and friends were now asking why a logo designer did not have a logo of his own. My sister, Sue Fisher; owner of the advertising, marketing and public relations firm TriAd (in Bend, Oregon); encouraged me to focus on my logo design efforts and finalize my business identity. I embellished on the rough design of a couple years earlier. By simply adding my name to the design I was able to "brand" myself, giving the logo the personal sense it had been lacking. The result was a logo with which I was finally pleased and it has served me very well. To celebrate completion of the design, I bought myself the new toy train set I had always wanted.

These days about 35% of my new clients tell me they have made the decision to hire me based on my personal logo. The design has been honored with numerous design awards since first appearing long ago. The Jeff Fisher LogoMotives identity also appears in Letterhead and Logo Design 5 (1998), American Corporate Identity 14 (1998), New Logo & Trademark Design (Japan, 1998), the 1998 PRINT Regional Design Annual, The New Big Book of Logos (2000), PRINT’s Best Logos & Symbols 6 (2000), Logo Design for Small Business 2 (2004), Logos from North to South America (Spain, 2005), Logo & Trademark Collection (Japan, 2004), The Big Book of Business Cards (2005), American Graphic Design & Advertising 25 (2010), Type Rules: The Designer's Guide to Professional Typography, Third Edition (2010), 2011 Artist's and Graphic Designer's Market and a little book called The Savvy Designer's Guide to Success (2004).

© 2011 Jeff Fisher LogoMotives

Designer/author Jeff Fisher takes readers ofThe Squall Line for a ride on the 'Paper Train'

In his 'Paper Cuts' article series, designer Tad Dobbs - of the Texas design firm Creative Squall - interviews printers, paper reps, and designers for their insights into how paper can strengthen the brand of a business or organization. The third piece in the series, 'All Aboard the Paper Train', features the experiences and thoughts of 32-year print design veteran Jeff Fisher, of the Portland-based firm Jeff Fisher LogoMotives.

Check out other interviews with Jeff Fisher.

© 2010 Jeff Fisher LogoMotives.

Fuel Your Branding includes "Identity Crisis!" on its list of "10 Readable Branding Books"

Identity Crisis!: 50 redesigns that transformed stale identities into successful brands (HOW Books, 2007), by Jeff Fisher - the Engineer of Creative Identity for the Portland-based design firm Jeff Fisher LogoMotives, has been listed as one of "10 Readable Branding Books" by the industry site Fuel Your Branding. Editor and creative strategist Beth LaPierre included Fisher's book along with volumes by branding experts Alina Wheeler, Marty Neumeier, Scott Bedbury, Allen Adamson, Seth Godin and others.

Fuel Your Branding offers resources, articles, interaction and advice to businesses seeking a successful brand to differentiate them in the marketplace and make them memorable to consumers. It is also a valuable tool for any professional in the business of branding.

© 2009 Jeff Fisher LogoMotives

Jeff Fisher LogoMotives identity includedin "100 Brands of Interest" collection

In his recent dacheboard blog post, David Pache - a respected identity designer in his own right - showcases "100 Brands of Interest." The logo for Jeff Fisher LogoMotives is included in the impressive collection of 100 identifying marks for logo designers, brand identity consultants and graphic studios from around the world.

© 2008 Jeff Fisher LogoMotives

Toot! Toot!*: NAILS Magazine features Jeff Fisher LogoMotives in "Graphic Design 101" article

The design efforts of Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives, are featured in the October 2008 issue of NAILS Magazine. In the article Graphic Design 101, Fisher is interviewed by Ami Neiberger-Miller about his identity design work for Diva Salon, and the creative process in meeting the needs and desires of a small business client.

Owner Lisa Fritsch also provides the perspective of a small business owner working with a graphic design professional. In the piece, Fritsch sums up her experience in working with Jeff Fisher LogoMotives saying, "I've been fortunate. I got lucky when I had a meeting of the minds with Jeff Fisher."

In the introduction to her article, Neiberger-Miller writes: "Graphic design can make or break the image of a nail salon. Whether or not you have a consciously crafted image, your nail salon's brand is expressed through the look of your salon's materials."

Written for professionals in the salon industry, NAILS Magazine covers all aspects of the business, including how to open and run a successful salon or spa, career advice, safe and effective manicure/pedicure techniques, healthy and safety matters, trend forecasts, advertising, branding and more. Published since 1983, the magazine has provided advanced education for nail professionals to a subscription base of 60,000.

Fisher's branding efforts for the Diva Salon have experienced previous international exposure. The Diva logo appears in the The New Big Book of Logos, Logo World (Japan), Logo Design for Small Business 2 and Logos from North to South America (Spain). The business card for Diva is featured in the book New Business Card Graphics 2 (Japan).

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. He 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 latest book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities into Successful Brands, was released in 2007 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.)

Note: The NAILS Magazine article came about as a result of the writer's resource request through Help A Reporter Out (HARO).

© 2008 Jeff Fisher LogoMotives

Laughing their asses off at Derrie-Air

On a day that saw the largest single day Dow Jones industrials drop in 2008 (so far), the highest one-month jump in unemployment in 22 years and a new record high in oil prices, we all need something to laugh about. Thankfully, that giggle and snicker has been provided by way of ads, running in The Philadelphia Inquirer and Philadelphia Daily News, announcing the new airline Derrie-Air.

The ads promote the new airline's policy of "The more you weigh, the more you pay." Readers are directed to the Derrie-Air website.

However, before people get their panties in a bunch they should read the fine print and perhaps do a little research. The fictitious airline simply won't be flying. It's a one-day advertising campaign about a fake airline by Philadelphia Media Holdings, the papers' owner, and Gyro Worldwide Advertising, Inc.

Jay Devine, spokesman for Philadelphia Media Holdings spokesman said the goal of the highly visible campaign is to "demonstrate the power of our brands in generating awareness and generating traffic for our advertisers, and put a smile on people's faces."

A visitor to the Derrie-Air site learns of the claim that it is the world's only carbon-neutral luxury airline; justifying its fare policy by saying that it takes more fuel to move heavier objects. Derrie-Air posts rates from $1.40 per pound to fly from Philadelphia to Chicago to $2.25 per pound to fly from Philadelphia to Los Angeles. The site includes the airline's pledge to plant trees to offset every pound of carbon released into the atmosphere by its planes.

The one thing I noticed immediately is that the corporate identity and branding of Derrie-Air beats the pants off of many of the real world corporate rebrandings seen recently.

© 2008 Jeff Fisher LogoMotives

Jeff Fisher identity article featured onB of A Small Business Online Community

A couple of weeks ago a writer contacted me in regards to being interviewed for a future article on the Bank of America Small Business Online Community site. To be honest, I had no idea such a resource even existed. He found me through an Internet search in regards to identities for small businesses, which led him to an article I had written and posted on another online resource.

In checking out the Small Business Online Community, I found articles posted on a variety of business-related subjects, a forum of member discussions and the ability for site members to post pieces covering business topics. I've participated in a number of forum discussions and recently posted one of my articles for consideration.

Today I received an email informing me that my article, "The high cost of saving money on a business image," is the current featured article on the site homepage. The piece has already resulted in a lot of traffic to bLog-oMotives and my blogfolio.

In marketing and promoting your own business, put articles out there on appropriate sites and establish your authority as an "expert" in your profession. The added result may be increased traffic to your site, potential new clients, and future requests for interviews from writers looking for qualified sources.

© 2008 Jeff Fisher LogoMotives.