Two logo designs by Jeff Fisher, the Engineer of Creative Identity for the Portland-based Jeff Fisher LogoMotives are featured in the newly released book Design DNA - Logos: 300+ International Logos Deconstructed. Written by brand consultant and designer Matthew Healey, the volume was published by HOW Books.
Design DNA - Logos analyzes over 300 exemplary designs from around the world; giving designers a clear understanding of how to target specific markets and convey brand values. Showcasing inspirational design, it is also a practical and problem-solving handbook covering general process and specific detailing. Every logo is deconstructed to show how each element works to make the design an effective one, and case studies walk the reader through the reasoning behind successful design decisions.
The Jeff Fisher LogoMotives designs presented in the book include the logo for the short-lived Balaboosta Delicatessen and the identity for VanderVeer Center.
Featured in the "Food & Drink" section of the volume, the Balaboosta logo (above center) was designed to compliment the neighboring local eating establishments of Portland chef and author Lisa Schroeder. The tile design and colors of the historic restaurant setting were incorporated into the logo design, referred to as "old-fashioned and tasteful" by Design DNA - Logos. Unfortunately, after a short time in operation, Balaboosta was closed and the restaurant space was reconcepted.
The VanderVeer Center identity (above right), an element of a total rebranding of the facility providing non-surgical cosmetic procedures, is cited in the volume for the "soothing" colors used in the design. The use of "naturalistic" typography is also recognized by the author, in the "Health & Beauty" industry logo example.
Fisher, a 30+ 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 140 books on identity design, self-promotion and the marketing of small businesses. He often travels – nationally and internationally – to present courses, seminars and workshops on design, branding, marketing and social networking. In addition, Fisher is a nationally-recognized speaker, making numerous presentations each year to design organizations, design schools, universities and business groups.
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.)
© 2010 Jeff Fisher LogoMotives
