Excavated design artifact #23

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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.

© 2010 Jeff Fisher LogoMotives

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