Jeff Fisher: The Graphic Design USA"People to Watch in 2009" interview

In the January issue of Graphic Design USA (GDUSA) I was named one the "People to Watch in 2009." The news monthly has been a leading source of industry information and resources for creative professionals since 1963. The following is the interview published in the magazine and on the GDUSA website:

Jeff Fisher, author of Identity Crisis!: 50 redesigns that transformed stale identities into successful brands (HOW Books, 2007), is the Engineer of Creative Identity for Jeff Fisher LogoMotives. He has received more than 600 regional, national and international design awards for his identity design efforts for small businesses, major corporations, restaurants, government agencies, educational institutions, nonprofit organizations and the performing arts. Jeff Fisher LogoMotives was recently named one of the 2008 StartupNation Home-Based 100 by the business website recognizing the top home-based companies in the nation. His work is featured in over 100 books about logos, the design business, and small business marketing. Fisher serves on the HOW Design Conference Advisory Council, and is past member of the HOW Magazine Editorial Advisory Board and UCDA Designer Magazine Editorial Advisory Board. He often writes for industry publications and online resources - including his own bLog-oMotives; judges design industry competitions; and speaks about the design profession to high school classes, design program participants, university students, design industry conferences and business events. His first book, The Savvy Designer's Guide to Success, was released in 2004 (Note: Savvy Designer has been re-released as a PDF on CD). He is currently writing a book, with the working title of Logo•Type, on the topic of typography in identity design. Fisher lives in Portland with his spouse of 19 years, Ed Cunningham.

In this economic downturn, name one thing you have done to weather the tough times. Historically, over the last 30 years, when the economy is at its worst my business is at its best. This is due to promoting myself ALL the time - not waiting until no work is coming in the door to initiate marketing efforts. With no client contact on Fridays, much of that one day each week is spent on self-promotion.

If you weren't a designer, what would you be? A gardener. Gardening has become a passion and my favorite form of therapy.

What's the one thing ALWAYS in your bag that you never leave home without? One of the three to four books I am usually reading at any given time.

If you could spend 15 minutes talking to any person, living or dead, who would it be and why? My great-grandmother, Osie Saltmarsh Cantrall Norris, was from a pioneer family that settled in Southern Oregon in the 1800's — and she was one of the most fascinating people in my life. As a child I spent a great deal of time with her, until she passed away in 1969. As an adult, I would be interested in hearing her perspective on the world of today and how she thinks her great-grandson has done for himself.

If you could work for anyone, a client or on a project, what would it be? It's been 16 years since I created the identity and branding for the Governor Hotel in Portland. It has always been one of my favorite and most enjoyable projects. Creating the graphic identity for a boutique hotel (or chain) would be an exciting challenge again at this point in my career.

ONE THING I CAN'T LIVE WITHOUT IS:
The loving support of my husband and best friend, Ed

STAR SIGN
I was born on the cusp of Taurus and Gemini - May 21. As my spouse always reminds me, both of my personalities are stubborn.

READING
The entire Jonathan Argyll Art Mystery series by English art historian, novelist and journalist Iain Pears.

FAVORITE TV SHOWS
The old Perry Mason series starring Raymond Burr - which has run at noon on Portland's KPTV since 1966 and I've been watching it since then.

FAVORITE MOVIES
Les Triplettes de Belleville

FAVORITE MUSIC, BAND, SONG
I've known pianist Thomas Lauderdale, of the group Pink Martini, for many years and their music is always in rotation on my iPod, home stereo system and in our vehicles. Jazz and pop vocalist Jacqui Naylor, the close friend of a designer pal of mine, is also someone I listen to all the time.

STRENGTH & WEAKNESS AS A DESIGNER
Strength: Continued passion for design after three decades as a professional.
Weakness: Procrastination

NEW YEARS' RESOLUTIONS
I resolve to not make any resolutions. Oops, guess I blew that already.

Interview: Graphic Design USA • Photograph: Ed Cunningham

Clickety-clacks along the LogoMotives tracks

Jeff Fisher LogoMotives was mentioned and spotted online and in print several times in January. Here's the latest:

• People to Watch in 2009
The industry news magazine Graphic Design USA (GDUSA) named me one of their "People to Watch in 2009." It's a very flattering honor. You can read more about the recognition in my "Toot! Toot!" on the subject.

• Five Great - and necessary - Marketing Makeovers
Being cited as an expert by Entrepreneur Magazine doesn't happen every day. Writer Gwen Moran asked me to be one of a three-member panel to review five marketing makeovers for the February issue. Of course, being published merited a Toot! as well.

• 30 Must-Have Logo Books
Design blog You The Designer was kind enough to list my second book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities into Successful Brands, among their must-have logo design books.

• Jeff Fisher - Public Portrait | MonoExpression
Graham Smith, of I'm Just Creative, has initiated the site MonoExpression, showcasing black and white photo images of international creatives - along with a short bio or statement.

• Over 50 Ways Designers Promote & Brand Themselves
I'm Just Creative brought some attention to the Jeff Fisher LogoMotives identity with their post about self-branding by designers and design firms

• 20 Weird Logos That Work (and Why They Do)
I don't remember my own logo ever previously being referred to as "weird." Well, VECTORTUTS has now done so in a piece written by designer Chris Spooner. I'm glad they think the design works.

© 2009 Jeff Fisher LogoMotives

Toot! Toot!*: Jeff Fisher selected as one ofGraphic Design USA's "People to Watch in 2009"

Jeff Fisher, the Engineer of Creative Identity for the Portland-based design firm Jeff Fisher LogoMotives, has been named one the "People to Watch in 2009" by the publication Graphic Design USA (GD USA). The news monthly has been a leading source of industry information and resources for creative professionals since 1963.

According to publisher Gordon Kaye, each year GD USA chooses a group of People To Watch who embody the spirit of the creative community. Kaye adds that those chosen are "individuals who we have come to know and respect for a combination of talent, leadership, success, insight, business savvy, community service and newsworthiness."

"It is a subjective process," says Kaye, "This is a field deep with special people doing special things."

Fisher, author of the book Identity Crisis!: 50 Redesigns That Transformed Stale Identities into Successful Brands (HOW Books, 2007), has worked as a professional designer for 30 years. He has received over 600 regional, national and international graphic design awards for his logo and corporate identity efforts - including a total of 20 American Graphic Design Awards from GD USA.

The designer's career efforts, and related advice, are featured in 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 was recently re-released in PDF format on CD. The author's upcoming volume, "Logo•Type" - on the topic of typography in identity design - will be released in 2010.

Fisher often writes articles about design topics for industry publications, webzines, blogs and other resources. He is also a nationally-recognized speaker; making numerous presentations each year to conference audiences, design organizations, design schools, universities and business groups.

In 2008, Jeff Fisher LogoMotives was recognized as one of the top 100 U.S. home-based businesses by the web presence StartupNation.

For four decades, GD USA has devoted the January issue of the magazine to the "People to Know" list. Many of the legends of design across generations have been featured, including Primo Angeli, Walter Landor, Milton Glaser, Massimo Vignelli, Saul Bass, Steff Geissbuhler, Margo Chase, Bill Cahan, Sean Adams, Moira Cullen, Bill Grant, Debbie Millman, and Stefan Sagmeister.

In addition to Fisher, the 2009 "People to Watch" selections include the following: Marc Alt, Brian Brindisi, Norman Cherubino , James Clunie, Hillman Curtis, Becky Eason, Charlyne Fabi, Gretchen Finch, Stanley Hainsworth, Mark Hamilton, Sagi Haviv, Linda Henneman, Julia Hoffmann, Timothy Holmes, Vicky Jones, Seth Labenz, David Langton, Jake Lefebure, Kevin Lyons, Ed O'Brien, Michael Ozan, Mark Randall, Roy Rub, Brian Singer, Ted Stanaszek, Dana Steffe, Shalmir Tippit Johnston and David Turner.

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.)

Imaginary friend on GDUSA Magazine cover

In my home studio I am surrounded by a couple hundred of my best "imaginary friends." No, these are not my graphic design forum pals - throughout my studio are the numerous advertising character collectibles that I have been amassing over the past two decades.

It was great to recently receive the April 2008 issue of Graphic Design: USA magazine and have my friend Speedy, of Alka Seltzer fame, as the cover boy. He's actually been in the news lately. At the age of 57, Speedy is making a comeback as a working advertising spokesperson in a new campaign from BBDO New York. The "plop, plop, fizz, fizz" guy has even got his own interactive "Where's Speedy?" game.

You can learn a bit more about Speedy, and the friends he hangs out with in my office, at the site of the future Advertising Icon Museum.

© 2008 Jeff Fisher LogoMotives

GD:USA issues annual logo design trend report

My copy of the April 2008 Graphic Design USA magazine arrived today. The major feature of the issue is the annual logo design trend report from Bill Gardner, of the identity design portal LogoLounge and Gardner Design.

It is always interesting to read Gardner's reflections (Web 2.0 and otherwise) on the trends he has seen uploaded to the LogoLounge site, and selected for inclusion in the design book by the same name, during the previous year. Unfortunately, many designers seem to feel that the annual report offers license, inspiration and guidelines for adopting the trends in their upcoming work for the remainder of 2008. I appreciate the fact that Gardner's piece, "More Clean and Less Green," includes the following statement in regards to the trends showcased:

Please remember that they are gathered here to chart long-term movement or change, not to offer design suggestions. It's a living history. The key is to study the trends, then evolve forward - as far forward as you can leap - from them.

Graphic Design USA is a publication offered free to those in the industry. Sign up for a subscription on the magazine's website.

The 2008 trends report is also posted on the LogoLounge site - as are links to the 2003 through 2007 reports.

© 2008 Jeff Fisher LogoMotives

Toot! Toot!*: Jeff Fisher LogoMotives honored with three2007 American Graphic Design Awards

Jeff Fisher, the Engineer of Creative Identity for the Portland firm Jeff Fisher LogoMotives has received three 2007 American Graphic Design Awards for his identity design efforts. Over the past decade Fisher has been honored with 18 of the awards in the annual national competition coordinated by the trade publication Graphic Design: usa and sponsored by Adobe Systems Incorporated.

The logo for the Portland delicatessen Balaboosta was selected for an award. The eating establishment has since been renovated by the owner and re-opened under a new name.

The identity for the Native Youth Internship Program, of the Holland+ Knight Charitable Foundation, was also recognized. The intern and scholarship program, for Native high school students, was initiated by the designer's partner Ed Cunningham, Business Manager of the national law firm's Portland office. The Holland+Knight Charitable Foundation is headquartered in Tampa, FL.

Fisher's logo design for the AIDS residential care facility Our House of Portland was also honored. The new identity was introduced in conjunction with the grand opening of the organization's new facility this past year.

Jeff Fisher has received over 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 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 October 2007.

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

© 2007 Jeff Fisher LogoMotives

A quick "thank you" to GDUSA

While I had a moment this morning, I want to thank GDUSA publisher Gordon Kaye for the mention is his letter for the April 2006 issue. I was surprised to see my name as I read the magazine on a plane yesterday. It seems that their 50th anniversary issue poll on the most influential creatives of the era, which I addressed in a previous blog entry, generated a bit of feedback. Many comments were in regards to the absence of major design figures from the published poll results. Kaye included my comment, "I think it says a lot about the education of young designers and a lack of design hisory in that education." Kaye himself wrote, "Many of you agree, including recent graduates who tell us thay simply have not been taught about the giants on whose shoulders they stand." I hope those individuals establishing design school curriculum are listening.

While on the topic of GDUSA, I should mention the issue also contains Logolounge: The 2006 Report on logo design trends from the uploads to the site in the past year. Anyone interested in identity design should take a look.

One of the news items in the issue, C&G Wakes Up Early Sunday Morning was also something I discussed in a past bLog-oMotives posting.

I'd better get my act together now. The reason I was on a plane yesterday, and I'm now sitting in a hotel room in my underwear writing this, is that I am speaking to a group of design students from Spokane Falls Community College and Eastern Washington University this morning. Then, over the lunch hour, I will be making a presentation to the Spokane Advertising Federation. Then it's back on a plane to Portland this afternoon.

© 2006 Jeff Fisher LogoMotives

Graphic Design: usa -"The Most Influential Graphic Designer of the Era"

In celebrating their 500th issue Graphic Design: usa has published the findings of a readership survey asking for input on a variety of questions. One such question was the naming of the "Most Influential Graphic Designer of the Era." The rankings were as follows:

1. Milton Glaser
2. Paul Rand
3. Saul Bass
4. Massimo Vignelli
5. David Carson
6. Stefan Sagmeister
7. Herb Lubalin
8. Tibor Kalman
9. Paula Scher
10. Margo Chase
11. Lou Dorfsman
12. Ivan Chermayeff
13. Joe Duffy
14. Neville Brody
15. Walter Landor

It's obvious from which "era" I came - with my "design heroes" Glaser, Rand, Bass, Vignelli, Lubalin, Dorfsman, Chermayeff, Brody and Landor making the list. These days when I ask younger designers what they know about these industry icons I most often get a "huh?"

Glaser is probably the one individual most responsible for me choosing graphic design as a career. As an artistic teenager, my "I want to be an artist when I grow up" desire was often shot down by anyone to whom it was mentioned. Most often it was followed with the comment "You will never be able to make a living as an artist." In 1974, while a high school senior, I came across the book Graphic Design, by some guy named Milton Glaser, and it was as if the sky had opened up for a ray of light to shine down on me from above (cue "heavenly" music). What I truly wanted to be had the name "graphic designer" and someone was actually making a living in this wonderful profession that was a mystery to me. Finding that book initiated a wonderful journey and passionate pursuit of a career in design.

I became a huge fan of Glaser's work - especially his identity designs. His book Art is Work is an incredible resource for any designer and I'm very pleased to have an example of my own work in his latest volume, The Design of Dissent.

Nearly 30 years later, the first time I was asked to speak at the HOW Design Conference, I walking down a hallway at a conference hotel in New Orleans and there he was - Milton Glaser. I suddenly became that goofy, socially inept, somewhat lost teenage kid finding that book in the library back in 1974. I was literally shaking as I went up to introduce myself. I explained to Mr. Glaser that it was his "fault" I became a designer. He could not have been a more gracious man - and he didn't look at me like I was a complete idiot (although I was feeling like one at that moment). Later, while I was writing my own book, The Savvy Designer's Guide to Success, Glaser was kind enough to respond to a couple emailed questions and direct me to some great possible content. It was an honor having him contribute to my book. One day I need to treat myself to one of his beautiful Italian landscape silkscreen prints as a reward for lasting 30 years in this line of work.

For me personally, Milton Glaser is truly "the most influential graphic designer of the era."

Check out the rest of the Graphic Design: usa 500th issue survey results on their site. You'll find lists of the most influential design firms, most influential graphic designers today, most influential ad agencies, favorite (legal) stimulants and much more.

© 2006 Jeff Fisher LogoMotives