The Engineer of Creative Identity

Jeff Fisher, the Engineer of Creative Identity for the one-person design shop Jeff Fisher LogoMotives, has been designing logos, creating corporate identity systems and branding organizations, businesses and products for nearly 30 years. Clients have included one-person entrepreneurial companies, education facilities, nonprofit organizations, government agencies, professional sports teams and major international corporations.

His award-winning design career began in 1980 after studies in the design of graphics, advertising, typography and publications through the University of Oregon School of Journalism. As Art Director for the Multnomah County Medical Society he shared in winning the prestigious Sandoz Award - medical journalism's highest national honor. This was followed by a stint as Art Director of a Portland ad agency. After a move to Seattle in 1985 he was Creative Director for an international clothing manufacturer; designing graphics for clothing, art directing photo shoots, producing national magazine ads and coordinating fashion shows for the company.

Many business ventures have invested the future of their companies in the identity work of Jeff Fisher LogoMotives. Clients have included businesses and organizations throughout the United States and many foreign countries. Larger clients have included The Governor Hotel, the Seattle Seahawks, the State of Oregon, the Portland Trail Blazers, several universities and many others.

Jeff Fisher has received over 600 regional, national and international graphic design awards for his logo and corporate identity efforts. His work has been featured in HOW, Print, Graphic Design:usa and several international design publications. Over 130 books on the design of logos, the business of graphic design, and small business marketing have presented his efforts as industry examples.

Fisher is the author of Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, released in October 2007, which he writes about on the Identity Crisis!" blog. His first book, The Savvy Designer’s Guide to Success: Ideas and tactics for a killer career was released in December 2004 by HOW Books. He is currently writing Logo Type: 200 Best Typographic Logos from Around the World Explained, about typography in identity design. It is scheduled for a 2011 release.

Articles written by the designer have appeared in HOW Magazine, Designer - the publication of the University & College Designer Association, Bulletin - the magazine of the American Society of Media Photographers, Legal Management News: The Journal of the Association of Legal Administrators and others. Pieces by Fisher have also been posted on,,, the Web presence of the Society of Graphic Designers of Canada, and elsewhere. Features about Jeff Fisher and his business have appeared in industry publications, newspapers, major business magazines and webzines around the world. Fisher also writes on a regular basis for his design-oriented blog, bLog-oMotives.

Fisher often speaks about his experiences in design, and the marketing of small business, to audiences such the annual HOW Design Conference, Chamber of Commerce groups, Small Business Development Center educators, related industry professional organizations, high school students and college design students. Many podcasts and interviews featuring Jeff Fisher are posted online.

Fisher serves on the HOW Magazine Board of Advisors, HOW Design Conference Advisory Council and Art Institute of Portland Professional Advisory Council, and is a past member of the UCDA Designer Magazine Editorial Advisory Board. Graphic Design USA magazine named Jeff Fisher one of the design industry “People to Watch” in 2009.

© 2010 Jeff Fisher LogoMotives