ALRIGHT YAWL I've been having a bit of an identity crisis lately. Well actually for a long time. The problem is that I don't know what I do or who I am!!! That's kind of dramatic but I know all creative entrepreneurs go through this thought process. It's really been eating me alive lately.
I've been kind of in a slump and comparing myself to others (yuck, the worst thing you can do especially when those I compare myself to are nothing like me) and it got me thinking- I don't really have a brand identity. I mean I do, it's colorful groovy stuff. I get told that all the time, and I recognize that style in what I shoot, what I listen to, what I'm drawn to, how I edit, etc. But I didn't have a proper logo that represented that!!
A friend of mine made a logo for me a few years back with my initials and it was great, but after I decided to focus on doing more than just portraits I went through another identity crisis and changed from it to a much more minimalistic logo with just my name and a rectangle around it. It really wasn't even a logo. I never wanted to put "Jordan Hefler Photography" on a logo because I do more than just that. But just "Jordan Hefler" seemed kind of sketch. I've been using this vague little graphic on a photo that has been my business card design this whole time. So I've really just been using a business card design as a logo for everything. And I really do like the aesthetic, but I'm not sure it is the best thing to use if I am going to continue to grow my business.
I'm kind of rambling here, but what I'm getting at is that a lightbulb went off in my head telling me HEY YOU'RE A GRAPHIC DESIGNER, MAKE A NEW FREAKING LOGO FOR YOURSELF. I think I was intimidated about trying to sum up my crazy diverse life and business into one small emblem. But then I remembered that nothing is permanent, so why the heck not at least try?
So basically I went back to the (literal) drawing board and started doodling. I've always signed my artwork as JH with the top of the J crossing the H for as long as I can remember. My signature is even the same way- the cursive J crosses over the H and the rest is just a bunch of chicken scratch. I've always had terrible handwriting and a very expressive way of drawing, which paired with my affinity for the groovy typography on 60's and 70's band posters seemed to make sense together. I started looking up old Jimi Hendrix album covers and then it dawned on me OMG I HAVE THE SAME INITIALS AS JIMI HENDRIX. SOMETHING MUST BE DONE ABOUT THIS.
I was immediately overwhelmed with the idea of rebranding everything and wanted to keep my signature yellow color that I've been using since the dawn of time. I also tried to find a way to pair some groovy initials with my pre-existing usage of the clean Futura font, so that all of my blog headers and what not still flowed with whatever new look I ended up with.
I'm also pretty predictable with my use of transparencies and colorful circles in my design work. You should see this entire brochure I designed once. It was nothing but that. Although it can feel like being predictable is a bad thing, I'm learning to embrace it in my creativity and chalk it up to it being "my style."
SO. That was a long run down of the way a creative process happens for me. I always forget I can do whatever I want. I have a new look with a few new logo variations! But everything is the same really. After all, it's not really a re-brand if it was you the whole time right?
Oh yeah PS- Merch is in the works. So get ready and let me know what you think!