I'm working on a course for Lynda.com about self promotion for designers. As I've been called a media whore for twenty years, this seemed appropriate. One of the points I make in the chapter about identity is that your logo should be neutral and simple. I'm not a fan of the designer or design firm identities that have scottie dog icons and name like "Cutsie Pie Dezigns". There's something about the "z" and confusion over design being a noun or verb with the "s" that doesn't communicate "hire me to rebrand your Fortune 500 corporation."
For many years, I maintained a simple wordmark at AdamsMorioka. But then, something went horribly awry when I moved on and began Burning Settlers Cabin. I've broken my own rule of a simple wordmark and made not one, but many complex identities. Why have one logo when you can have thirty? So I've made multiple limited edition posters, business cards, letterhead, and postcards. I never give them to anyone because I forget.
I realize that the common element is the name. It serves as the anchor. The forms change, but follow the same concepts of reference and appropriation. I also realized I wasn't IBM and could give myself more latitude. I started with one mark, then added three more and planned to make that a small library in a flexible logo system. But like a bag of potato chips, I continue to reach back in and add more.
The most recent series is based on film subtitles. According to my theory about a simple wordmark for a designer, this is way wrong. However, rules are made to be broken, and if you're going to do something wrong, go all the way. My next plan is to create a website for a terrible design firm and name it Cutsie Pie Dezigns.