“I will solve your problem for you and you will pay me. If you want options, go talk to other people.”– Paul Rand (and the ballsiest thing ever said to Steve Jobs.)
The NeXT logo as presented to Steve Jobs
In 1986, Steve Jobs hired Paul Rand to design a logo for his new venture called NeXT. Rand’s fee would be a flat $100,000 and he would present only one option. Jobs could like it or lump it, but Rand would be paid regardless. It took Rand only two weeks to design the new mark and it was presented to Jobs in the form of a booklet. Those in attendance were unsure as to how the unpredictable Jobs would react. When he reached the final page with the finished logo, he stood up and hugged Rand. There was just one tiny thing: Jobs wanted a bolder yellow for the letter “e.” Rand slammed his fist on the table and yelled, “I’ve been doing this for fifty years, and I know what I’m doing.” Jobs backed down and the rest is branding history.
The moral of this story is that if you plan on presenting just one logo option to a client, you better damn well have an interesting and compelling tale about how you arrived at your solution. The other takeaway is that sometimes you need to leave your ego at the door, amirite, Paul? Sheesh.
When we design logos for our clients, we push our egos aside. Because in order to create a visually engaging, functional and enduring design, the focus needs to be on our clients and their audience. We also know that ego-driven design is rarely successful. So we let go of preconceived ideas and styles and everything else that might hinder our search for the one true solution. The solution that is the perfect reflection of our client and their mission.
Below are just a few of our favorites that we’ve designed over the years...
Grassroots International is a non-profit that promotes global justice. The symbol is a literal representation of grass and roots while at the same time representing partnerships and teamwork.
Canis Fund is a mutual fund that specializes in the “Dogs of the Dow.”
Located in the heart of Vermilion, Ohio, Tails of Vermilion is an outfitting and lifestyle store for felines and canines. The goal was to create a playful and flexible brand that would represent the variety of products sold. Three color schemes were created along with corresponding patterns that would be used for signage and packaging. The cat and dog could also be used independently for t-shirts and other merchandise.
This logo was created for a shared workspace called the Currency Institute. We wanted the mark to suggest collaboration, interconnectivity and teamwork. The core concept centers around the idea of “sevens”. Seven is the number of completeness and perfection, both physical and spiritual. There are 7 financial natures, 7 chakras, 7 continents, and 7 colors in a rainbow. Combined within a circular shape, it completes the sense of flow and continuity.
This logo was created for Sarah A. Robinson, a life and wellness coach. As a harbinger of spring, the robin suggests renewal and growth. Also, the imagery is a literal representation of Robinson (ROBIN-SUN). Click here to read more!
ShowHome is a professional home staging company that also offers light repair and painting services.
This logo was created for a kiosk business that sells products from Ecuador such as jewelry, scarves, dream catchers, blankets, in addition to sunglasses, toys, and plushies. The imagery draws from ancient Ecuadorian and Incan symbols to create a special Runa character which represents a happy customer with tons of swag.
This brand graphic was created for mystery author LL Kaplan. It is a study in contrasts: yin/yang, cheerful yet mysterious, simultaneously sunny and dark. The relationship between a black cat and a sunflower was a perfect way to communicate the writer’s style.
Intelligent Design Enforcement Agency was born in Washington D.C. and the mark was a tongue-in-cheek poke at governmental bureaucracy. The acronym was left to be discovered by the viewer. T-shirts were produced as a gift for clients, who in turn became “Special Agents." IDEA's motto was Sworn To Perfect And To Serve.
Friends of Bambini is a non-profit founded to raise money for children’s charities.
Logo for a spa and bridal boutique named Splash!
Mico is a rescue kitty from Puerto Rico. He is a dynamic force of unstoppable energy and burns with the intensity of a thousand suns. His slogan is, “I’m all ears!”
The Evolutionary Method is a process which helps individuals become stronger, more confident versions of themselves. It involves using a variety of skills in an ordered pattern of steps. The driving concept behind this logo was to represent the idea of moving from one level to the next. Combining the letters “E” and “M” creates this visual step.
This logo was created for a New Hampshire Public Television documentary called Saving New England Fisheries.
This logo was designed for an outdoor cigarette butt receptacle and began with the idea of transformation. The product makes it easy for communities and businesses to keep butts off the ground and out of the waterways by providing a simple, accessible disposal system. The butts are then upcycled and made into other products.
STEM from the START is an initiative of New Hampshire Public Television. It is a curriculum resource for teaching STEM content to PreK-2 students. I wanted the logo to appear as if it were cut from paper (with kid scissors, of course!) and assembled by hand.
This mark was created for a joint venture between two architectural firms that both began with the letter “J”. The idea was to represent the shared vision between the two companies.
New England Mograph & Animation Group is regional meet-up group founded with the goal of bringing together like-minded mograph artists and designers.
This logo was created for a regional music, movie and video game store called Bull Moose. An abstract “moose,” rounded, open-set type and smooth shapes help to complete this accessible and friendly mark. Upper and lower “plates” are offset slightly to create an interesting energy while the moose acts as the glue holding them together.
This logo was designed for Tahki • Stacy Charles, Inc. for a new collection of high-end yarns called Tahki Select. The idea was to represent the large variety of available yarn colors using a sophisticated, upscale approach.
I’ve never been happy with the selection of t-shirts for Portland, Maine, so I decided to design my own. Coming soon to our store!
Logo and packaging for Maine Smokehouse Salmon, a premium chunk-style smoked salmon.
PowerOn Florida is group of manufacturer representatives that service the electric utility industry. The state outline is used to create an “always on” electrical grid.
OTHER Work
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