Fisher Companies
DW)
ge:24
Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:25
Text (DS)
Client
Fisher Companies is a group of milling,
broadcasting, and real estate operations.
ART DIRECTORS
Steve Watson, Ray Ueno
DESIGNER
Steve Watson
FIRM
The Leonhardt Group
Process
When Fisher Companies Inc. came to the Seattle-based consultancy The Leonhardt
Group, the ninety-year-old company was seeking to unite all of its separate enti-
ties—which included flour mills, radio and television stations, and real estate prop-
erties—into one company with one corporate identity. In terms of logo design, this
meant coming up with a mark that would be flexible in style, to effectively represent
all of the company’s different entities, and in functionality: the mark needed to work
well in a range of sizes and media, from tiny symbols printed on business cards to
huge signs painted on building exteriors. To the design team at TLG, the solution
was an image of a rippling flag, a symbol that connotes strength, unity, and passion,
and whose shape is simple enough to function well in various sizes and media. For
the logotype, the team chose Bembo as a base due to its classic, straightforward look
and feel. For color, red was selected to project a message of boldness and energy.
What Works
The logo, an image of a rippling, rectangular flag with a reversed-out F at its center,
conveys a sense of the power, strength, and unity that is associated with a large cor-
poration with a long history.
Designed to function
well in a range of sizes,
the Fisher logo has been
applied to everything
from company flags to
business papers.
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010-025 84823 10/12/05 1:50 PM Page 25
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