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Go Logo! A Handbook to the Art of Global Branding64
(continued on page 66)
M
y interest in logo design began as a sophomore at the University of Cincinnati.
Creating symbolic representations of organizations appeared to be something
I might actually be able to explore, master, and do for a living. Forty years later,
I’m still passionate about creating corporate identity programs.
Working in this field has done many things.
It has provided me with an opportunity to work with and develop an understanding of •
a wide range of businesses. I have had the pleasure of working with the World Wildlife
Fund and ExxonMobil, the Center for Attitudinal Healing, and GE—fortunately not all
at the same time.
It has broadened my awareness and understanding of other cultures. I have worked •
with clients across the globe, from Fuji Bank in Japan to Banco Santander in Spain,
from Televisa in Mexico to Valmet Automotive in Finland.
It has enabled me to collaborate with very smart and creative people on both the •
consulting and the client side.
I spend a considerable amount of time promoting the importance of visual distinctiveness
and expressiveness to prospects and clients. I met my match when a former executive and
artistic director at Carnegie Hall told me, “I want to hear beautiful music when I look at our
new logo.
The Ties That Bind (continued)
JERRY KUYPER, Principal of Jerry Kuyper Partners in Westport, Connecticut
Jerry Kuyper has more than twenty-five years of experience directing corporate and
brand identity programs. Since establishing his firm, Jerry Kuyper Partners in 2004, he
has created identity programs for Boxwood Strategic Advisors, Cartus, Penn Medicine,
LodgeNet Interactive Corporation, University of Rochester Medical Center, and the
Visiting Nurse Service of New York, Partners in Care. In 2006, Kuyper collaborated
with Joe Finocchiaro to develop a new corporate identity for Cisco.
Previously, Kuyper held senior creative positions with leading design and identity
consultants, including Lippincott, Siegel+Gale, frog design, Landor, Saul Bass, and
Richard Saul Wurman.
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65Twelve Key Determinants to Creating Successful Brands
TOP: Frontier Renewal is a property acquisitions company.
MIDDLE: As an affiliate of the Visiting Nurse Service of New
York, Partners in Care provides quality private home care
services to more than 1,000 clients in the New York City
area every year.
BOTTOM: LodgeNet Interactive Corporation is the leading
provider of media and connectivity solutions designed to
meet the unique needs of hospitality, healthcare, and other
guest-based businesses.
The Ties That Bind (continued)
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Special Village is a site dedicated to encouraging on-
line connection between people with special needs.
The Ties That Bind (continued)
It became clear that he was not expecting us to bring
a boom box to the next meeting, and I realized we
needed to set more realistic expectations for what a
logo could accomplish.
During our next meeting, I responded, “The new
logo will never equal the historic grandeur or have
the acoustical magic of Carnegie Hall. However, if
you select a logo and use it effectively, it will come to
symbolize Carnegie Hall over time.
Unfortunately he was replaced before he selected a
logo. But I often ponder his grand expectations for
a simple icon and strive to create visual artistry that
such a client would applaud.
Over the years, I have been told by countless brand strategists and marketing experts that,
“A brand is more than just the logo. Certainly that is true. However, take a close look the
next time there is an announcement from a major company or organization. You won’t see
the mission or vision statement. You probably won’t see their headquarters looming in the
background on television. It is unlikely you will see executives surrounded by their products.
But in all likelihood, you will see the logo, either as a multiple pattern or as a large unmistak-
able symbol of that organization.
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