Toot! Toot!*: Designer|clown Jeff Fisher included in book 'RIPE: Rich, Rewarding Work After 50'

Designer Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives and Portland Rose Festival Character Clown Corps member Toots Caboose, is mentioned as a "ripe pioneer" in the recently released book RIPE: Rich, Rewarding Work After 50. The volume, by author, speaker and columnist Julia Moulden, is currently available at most online bookstores.

RIPE delivers the news that something wonderful – and unprecedented – is just beginning for those who have reached 50 years of age. Baby boomers like you are approaching the next phase of their careers with the confidence of mature professionals and the zest of beginners. They are becoming what Julia Moulden calls, “ripe”. Meet the ripe pioneers who told her, “This is the most deeply satisfying work I’ve ever done.”

RIPE introduces a twelve-week course that will help readers discover new passion, purpose, and possibility at midlife - and make a successful transition to the next, best phase of your career.

Jeff Fisher first became aware of Moulden, a columnist for The Huffington Post website, through social media posts regarding her blog entry, Ripe, Rich, Rewarding Work After 50. An email exchange led to Fisher being interviewed by Moulden about his design and writing career, playing outside of work, his experience of dealing with chronic vertigo, and - following improved health - becoming Portland Rose Festival clown Toots Caboose (above).

In the book, Moulden writes: 'Jeff Fisher, a graphic designer who became a character clown in his 50s, repeated to me what his grandfather said to him "Please tell me you'll never say, 'I should have.'" words to live by.'

Fisher, a 33-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. Several 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.

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.)

© 2011 Jeff Fisher LogoMotives

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Excavated design artifact #23

I've worked as a professional graphic designer for just over 32 years. In that period of time, I have collected a great many project concepts, doodles and roughs. As I continue to go through three decades of design files, these excavated artifacts are coming to the surface.

In the mid-to-late 1980s, while living in Seattle, I did quite a bit of design work for gay and lesbian businesses, organizations and events. One such group was the Washington Privacy Lobby, founded out of concerns related to personal medical records privacy during the AIDS crisis.

My original doodle for the organization identity was executed in dark blue felt-tipped pen, on the back of a sheet from a pink "While You Were Out" message pad. With a certain alignment the "O" letterform in "WASHINGTON" and the "A" in "PRIVACY" formed a graphic keyhole, symbolizing the keeping of medical information under lock and key (above left). To add what I thought would be strength the logo, a key element would fill the open space created by the placement of the words.

As I began to fine-tune the design, I made use of Letraset pressure-sensitive type (remember, this is pre-personal computer) to produce the primary text in Italia Bold (above right). An outline of the State of Washington became part of the key. The remaining available space in the design allowed for the placement of an address for envelopes, letterhead, business cards, labels and other printed material.

With the Italia type treatment seeming visually too heavy, I opted to change to the oh-so-1980s type of Serif Gothic Outline (above). Again, at the time, this was a Letraset or Chartpak pressure sensitive typeface. The graphic element of the key was eliminated to reinforce the issue of "privacy" within the design. If you want something to remain private you would not provide anyone with the key. The center of the keyhole image was darkened to symbolize blocking someone from peeking at what may be inside - in this case, medical records needing to remain confidential.

Take a look at the complete Jeff Fisher LogoMotives excavated artifacts collection.

© 2011 Jeff Fisher LogoMotives

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Toot! Toot!*: Jeff Fisher LogoMotives designs included in 'Basic Identity' from Index Book

The design work of Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives, is included in the recently released book Basic Identity. The volume, from Spanish publisher Index Book, is currently available online and at bookstores worldwide.

Fisher's identity for Emerge Medical Spa at Bridgeport is featured in the book, along with branding projects from 151 designers and firms, representing 30 nations. The Emerge logo, stationery package and signage are highlighted in Basic Identity (below).

The Emerge Medical Spa logo also appears in The Big Book of Logos 5, 100s Visual Logos & Letterheads (UK) and American Corporate Identity 2008.

Fisher, a 33-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. Several 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.

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.)

© 2011 Jeff Fisher LogoMotives

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Personal Services Logos

(Clockwise from upper left)

Jeff Maul
Client: Jeff Maul
Location: Portland, OR USA

The guy who cut my hair wanted a simple graphic representation of his name to promote his work. The design appears in International Logos & Trademarks III (Design Editions, USA, 1997), the 1996 PRINT Regional Design Annual, Letterhead and Logo Design 5 (Rockport Publishers, USA, 1998), New Logo & Trademark Design (P.I.E. Books, Japan, 1998), Bullet-Proof Logos (HBI, USA, 2000), The Best in World Trademarks 1- Corporate Identity (Dongnam Books - Korea, 2000), LogoLounge - Volume 1 (Rockport Publishers,USA, 2003), The Best of Letterhead and Logo Design (Rockport Publishers, USA, 2004), Logo Design for Small Business 2 (Signcraft, USA, 2004), New Logo: One (Page One Publishing, Singapore (2004) and Logo and Trademark Collection (P.I.E. Books, Japan, 2004).

Read about the creation of this logo on bLog-oMotives.

VanderVeer Center
Client: VanderVeer Center
Location: Portland, OR USA

The VanderVeer Center logo is the centerpiece of the rebranding of the medical spa facility and its anti-aging services. Design efforts featuring the logo appear in The Big Book of Layouts, The Big Book of Letterheads, 100s Visual Logos & Letterheads (UK), The Big Book of Logos 5 and Design DNA - Logos: 300+ International Logos Deconstructed. It also appears as a case study in my own book, Identity Crisis!

Read more about the VanderVeer Center identity project on bLog-oMotives

What's For Dinner?
Client: What's For Dinner?
Location: Portland, OR USA

What's For Dinner? is the business of a personal chef and caterer. The logo, designed in 1995, is featured in the books Logo Design for Small Business 2 (Signcraft, USA, 2004), New Logo and Trademark Design (P.I.E. Books, Japan, 1998), and Logo and Trademark Collection (P.I.E. Books, Japan, 2004).

Thomas Fallon • Architect
Client: Thomas Fallon
Location: Portland, OR USA

Type of the period was used for the identity of this architect specializing in Arts & Crafts inspired residential design. It is featured in Logo Design for Small Business 2, American Corporate Identity 2006, 100's Visual Logos and Letterheads and The Big Book of Logos 5.

All logo designs © 2015 Jeff Fisher LogoMotives. All rights reserved.

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Toot! Toot!*: Jeff Fisher LogoMotives identities showcased in Taschen's 'Logo Design Vol. 3'

The new internationally-released book Logo Design Vol. 3 includes six identities from Jeff Fisher, the Engineer of Creative Identity for the Portland-based firm Jeff Fisher LogoMotives. The volume, edited by Julius Wiedemann, was published by the German-based firm Taschen as part of their continuing series on logo design and branding.

The Jeff Fisher LogoMotives designs selected (above) include an identity concept for the Cat Adoption Team, the logo redesign for "The Sentinel" community newspaper and the branding image for the Holocaust Remembrance Project of Tampa, FL. In addition, logos for the short-lived Portland eatery Balaboosta and the Historic Kenton Firehouse Committee are featured in the design inspiration resource. Also represented in the book is the logo for the entertainment troupe Stumptown Clowns, of which designer Fisher is a member in his alter-ego persona of clown Toots Caboose.

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.)

© 2011 Jeff Fisher LogoMotives

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Jeff Fisher's neighborhood logo design efforts recognized at 'Celebrate North Portland' event

It's always nice to be recognized for one's work-related efforts, especially pro-bono activities in your own community - although it's never something to be expected. For me, the funny thing is that each time I've informed that I was to be publicly recognized at a neighborhood event, I've known I would miss the celebration due to traveling outside of the country. Such was the case in March 2011, while I was in on the island of St. Croix.

In late 2010, I learned that my volunteer neighborhood design efforts were to be acknowledged at a public dinner to be held on March 19th at the University of Portland. I was to be one of many residents to be honored at the event "Celebrate North Portland: Recognizing over three decades of activism in North Portland," hosted by my long-time friend and client, Mike Verbout.

Verbout, the former principal of James John School, also asked if I would create the logo to identify the dinner.

Schnitzer Steel, community activists Barbara Parmelee and Rich Recker, former Portland Mayor Vera Katz, columnist Steve Duin of The Oregonian and The Merck Family received plaques for their contributions to North Portland. Along with many businesses, organizations and individuals, I was honored to have a narrative describing my community work published in the evening's recognition book:

"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 the North Portland-based firm Jeff Fisher LogoMotives. A 32-year graphic design veteran, he has been honored with over 600 regional, national and international design awards and is featured in over 140 books about logos, the design business, and small business marketing. His first book, The Savvy Designer's Guide to Success was released in 2004. Other book projects are currently in the works. 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. In 2009, Graphic Design USA magazine named Jeff Fisher one of its design industry “People to Watch.” Jeff Fisher LogoMotives is a past recipient of the Spirit of Portsmouth Award, Salvation Army’s North Portland Neighborhood Pride Award and the Portland Area Theatre Alliance B. Joe Medley Volunteer Award. Fisher is also Portland Rose Festival Character Clown Corps member Toots Caboose. Jeff and his partner, Ed Cunningham, have made Arbor Lodge their home for 15 years.

Past North Portland clients of Jeff Fisher LogoMotives have included James John School, Just Out, Peninsula Community Development Corporation, North Bank Cafe, Coyner's Auto Body, Lampros Steel, The Sentinel and DiPrima Dolci. The designer has donated his talents and abilities to create logos and other works for the North Portland Business Association, Project Safe Summer, Portsmouth Neighborhood Association, Peninsula Clean Team, Caring Community of North Portland, Kenton Neighborhood Service Center, Children's Relief Nursery, North Portland Neighborhood Services, St. Johns Window Project, Historic Kenton Firehouse Committee, The Salvation Army’s Moore Street Corps, and the North Portland Pride B.B.Q and Festival. He also designed the St. Johns street banners."

It's been a real pleasure to live and work in North Portland. I look forward to many more years of involvement in the vibrant community I call "home."

© 2011 Jeff Fisher LogoMotives

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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

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