After almost eight years as a
graphic designer I determined I needed a business name that reflected my interest in logo
design, combined with a 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.
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. 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.
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. About 15% of my new clients tell me they have made the decision to hire
me based on my personal logo. The design has also been honored with five major design
awards in the last few years. To celebrate completion of the design I bought myself the
new toy train set I had always wanted.
2004 All designs are the exclusive property of Jeff
Fisher LogoMotives or represented clients and may not be
reproduced without permission