Bicycle Shop

Last week I was able to work on a logo for a new bicycle shop. The client, Jeremy Baker, is a veteran of bike repair and sales. As we talked about his new business, I was amazed at how clearly he understood what he wanted and why. The concept of a pulse rate was ideal for him... both in representing physical health/energy and as something that would stand out in the competitive marketplace. I tried my best to deliver that idea in a bold mark that would work well with the many different applications to active wear and signage.

Silver Lining

In an earlier post, I unveiled a logo for a new branding company named 3.2.1.

Recently we noticed a local competitor had a similar rocket shape in their mark. The difference in the whole look and feel of the logos are considerably different, but we didn't want to give even the remote impression that we copied someone else. So, I went to work refining our mark... and I'm glad I did. Even though I was very happy with the earlier mark, this one is much better.

Logos as a focus

I love to work on a variety of projects, but I think my strongest gift is crafting logos. Most creative agencies have talented designers... as talented as they are, they are not illustrators. So, from time to time, there is a need for a logo or icon with a more "organic" feel. Filling that need is where I see my niche.

Here's two recent examples for Ascent Marketing out of Boulder, Colorado.

Whew!

Here's a piece I've been working on for some time... and today it was finally approved. This final version is quite a bit different from the original version. It evolved in each revision stage. A heavily-revised project usually doesn't end up being a portfolio piece, but this one is an exception... partly due to the competent art direction from Design Center's Scott Di Girolamo.

This image will wrap around the front cover and onto the inside front cover.

Something different

I've noticed that I haven't published a blog in over a month. January has been a busy month with a lot of work from Target. I've been helping to create various elements for their Speed Racer and Hulk movie promotions... which I can't show until after the movies come out later this year. While we wait, here's a recent project that has been fun.



I was asked recently to create some illustrations with icons of recyclable items for a publication promoting Dakota County's recycling program. The initial cover image (above) was the first hurdle. Once we got approval on this image, I moved onto the chapter illustrations below which focus on categories of recycling. Scott Shore, owner of Lure Design (www.LureDesign.net) gave me some great art direction and will finish the pages with his graphic design details.

New Name, New Website

As I've mentioned here in an earlier blog, I've been making some changes with my company. January 1st my company name will officially change from BlackRock Graphics to Schwartzrock Graphic Arts.

My new stationery came in last week and my new website went live this week. There are still some glitches that need to be ironed out but it's functioning. If you have a moment, click on over to www.Schwartzrock.com.



Many have asked why I made the change. I've sent out letters with an explanation to many of my clients but I'll post an answer here as well for those who didn't get one.

Earlier this year I was invited to join two other professional friends in the creation of a new branding company. This venture allowed me the freedom to continue my illustration business and keep my hand in corporate branding. As a graphic designer, I was familiar with the term “branding” but soon realized I didn’t know its full meaning. Throughout 2007, I was given an education by my new partners coupled with research of my own. Subsequently, I can now see all of the mistakes I made with my own company, BlackRock Graphics.

The most important part of the branding process required me to define myself in as few words as possible. After some wrestling, I settled on “valuable” and “professional”. I learned that everything I do including how I answer the phone, what clothes I wear, the quality of my work I produce and how I treat my customers, all need to reinforce those words. I soon found that making business decisions was easier when I had those two words clearly in mind.

I started to make some changes and the first thing to go was the name. After an audit of some of my clients, I realized “BlackRock” wasn’t a good name... black rocks have nothing to do with the services I provide. I decided upon Schwartzrock Graphic Arts.

The next step was finding some focused direction. “Am I an illustrator or graphic designer?” Though I like the variety of my business, I realized I couldn’t excel in both directions. So, I stopped promoting graphic design and focused on what I do better than most, logos and illustration.

There have been other changes such as long term goals and strategies for reaching those goals but I won’t bore you with those details. It is sufficient to say that this restructuring has really rejuvenated me.

New Launch

Over this past year, two professional friends and I have been setting the ground work for a new branding company. It's called 3.2.1 and our focus is on launching new products, services and company iniatives. We've been getting more and more excited as the momentum has been building for the last couple of months. And now it looks like we have our first official client. Even so, we still have a lot of work to do before we look official. I'll alert you when we get our website up and running. Until then, here's what the new company's logo looks like.