Creative Latitude
 

 

 
« Back
  About the author  
   
 

Jeff Fisher, the Engineer of Creative Identity for  Jeff Fisher LogoMotives, is the author of "The Savvy Designer's Guide to Success: Ideas and tactics for a killer career;" released by HOW Design Books in 2004. He can often be found preaching what he practices through speaking engagements at creative industry events around the country and writing for various design-related magazines and webzines. For more information about the designer's work click the link below.

URL:
www.jfisherlogo
motives.com

Email:
Jeff

 
   
  Profile »  
     
  Featured Profile »  
   
  Articles »  
   

Smith Freed & Eberhard Identity - Before
by Jeff Fisher, Engineer of Creative Identity
Jeff Fisher LogoMotives

Background:

In this case, the old logo - for what was then the law firm Smith Freed Heald & Chock – was actually a new identity that had been approved and implemented by the Company.  There was only one serious problem. Due to awkward placement in the design, the letters representing the names did not really read in the order they should . Prior to dedicating money for a cast bronze lobby sign, the partners in the firm decided to have the logo redesigned.

BEFORE:

Smith Freed previous logo


See the AFTER results»



  All contents © Copyright 2003 - 2004 Creative Latitude | Sitemap