Identity Re-Design: Peggy Sundays

It's not often that I do an identity redesign before a new business even opens. However, that was the case with the retail operation originally named Peggy Sunday's. Peggy Seaman, owner of the store that Portland Picks has referred to as "an ultra-girly housewares haven filled to the brim with fabulous finds," found me just over a decade ago by way of an article about my business that appeared in The Oregonian.

For the purpose of getting the store together, dealing with possible vendors and coordinating work with contractors, a temporary business card had been created (below left). The name Peggy Sunday's had evolved from a childhood nickname of the owner.

A more sophisticated and customer-friendly identity was desired for business cards, stickers, hang-tags, rubber stamp imagery, signage, ads and more. When Seaman herself mentioned the rubber-stamp need, the concept that would become the final logo started percolating in my brain. I immediately thought of a hand-cut circle with a sun element.

During the design process it was decided to drop the apostrophe in the name - to eliminate any confusion about the proprietor's last name possibly being "Sunday." I chose the font Caslon Antique for the name to tie-in with the rough-hewn appearance of the other design elements. The sun element was adapted from an old dingbat I had come across - with a bit of a facelift suggested by the store owner's sister.

With the simplicity and strength of the final logo design (above right) it was determined that the logo would remain in one color. In most applications it is black on sage paper stock. In some cases it has been produced in metallic gold. A decade after being created the identity still represents the store very well.

The logo for the high-end gift and home furnishings store is featured in the books The Big Book of Logos 3, New Logo & Trademark Design 2 (Japan), Letterhead and Logo Design 7 and The Big Book of Design for Letterheads and Websites.

(Note: My book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, contains case studies from 35 designers and firms located around the world. Learn more about the book on the Identity Crisis! blog.)

© 2008 Jeff Fisher LogoMotives.

Jeff Fisher LogoMotives is "on fire" in 2008
StartupNation Home-Based 100 Competition

Jeff Fisher LogoMotives has attained "on fire" status on the Popularity Meter in the second annual StartupNation Home-Based 100, which celebrates America’s most outstanding home-based businesses and the people behind them. The competition ranks the best businesses operated from home in ten distinct categories. The Portland-based identity design firm is a candidate in the “Most Slacker Friendly” category and may be voted for daily on the Jeff Fisher LogoMotives competition page.

Votes for Jeff Fisher LogoMotives have come from many sources in cyberspace. Cat Morley, of Bangkok, Thailand threw her support behind the design firm through an entry on Designers Who Blog, and posts on the HOW Design Forum and Graphic Design Forum. Calvin Lee of Mayhem Studios and Danita Reynolds of Creative Expertise have been leading the charge through design forum posts, micro-blogging on Twitter and mentions on Facebook. Jason Holland has been hard at work assisting my "campaign" as well. Many design peers, clients, vendors, friends and family members are also casting votes on a daily basis.

Fisher himself has made use of his Twitter and Facebook profiles in promoting the competition effort. Signature files on StartupNation, biznik, the HOW Design Forum, and elsewhere online direct potential voters to the Jeff Fisher LogoMotives competition page. Home-Based 100 related entries were also posted on bLog-oMotives, the Jeff Fisher LogoMotives blogfolio, dezumo, AdGabber, Adholes, Pink Banana Media, Cross Media Experts,, Squidoo and other Internet social networking sites

With his competition effort Fisher hopes to demonstrate how social media and social networking can be used as effective marketing tools.

StartupNation is a free online business resource founded by entrepreneurs for entrepreneurs. On the site, you’ll find all the easy-to-follow, practical information you could ever need to start and grow your own successful business.

Vote early. Vote often. Thank you for your support!

© 2008 Jeff Fisher LogoMotives