Robert Pizzo Illustration
Unlike traditional design firms or large agencies,
illustrators often find they have little use for extensive
stationery systems and elaborate identity programs,
or even traditional logos.
When illustrator Robert Pizzo’s wife Susan also
began illustrating, the two decided to share the identity
Pizzo or Pizzo. The mid-’80s design shown here
reflected the busy, almost random sort of style that
the pair had developed as their hallmark. The graphic
of the man’s head was Robert’s work, the female’s
was done by Susan. Appearing in print on company
letterhead, the graphic was also used on pages in
illustration sourcebooks that promoted the two illustrators’
work.
When Robert moved in 1998, the firm’s look
was updated (this also reflected Susan’s exit from the
business). Eschewing a logo per se, the artist instead
simply developed a business card. Carrying forward
the random feel from the Pizzo or Pizzo days, the
card was effective in getting his contact information
into the hands of those who might want to hire him
for an assignment.
Upon changing his e-mail address, Pizzo reevaluated
his card and decided to make some subtle
adjustments. Beginning with hand-drawn thumbnail
sketches, he explored a change in the cards’ orientation
to a vertical format, but ultimately abandoned
that idea. In the end, Pizzo streamlined the card,
altered the colors, and added a slogan: “Fast, friendly,
reliable and not a speck of that flaky-artist stuff.”
SIDEBAR: When to Change?
How do you know it’s time for you to overhaul or refresh your look? There are occasions
when review of a firm’s visual positioning makes sense.
1. A NEW NAME
When a group gains or loses a principal or decides to adopt a different
moniker, an obvious opportunity for an identity update is presented.
However tempting it is to adopt a new designation, caution is advised,
as a name change can undermine brand equity much faster than a simple
logo modification. While a new name may be desirable for many reasons,
it can also create a host of other problems. First and foremost, do
you really need a new name, or are you changing it simply for change’s
sake? Could your track record in effect be lost, making it appear that
you are a startup? Might your audience misconstrue the reason for the
change? How will those you’ve lost contact with—and who’ve not heard
of the change—find you? Addressing these potential pitfalls will go a
long way toward making a successful transition to the new name.
2. A NEW ADDRESS
A physical move is among the most common reasons for a visual identity
change. Virtually everything—from the website to invoices to business
cards—needs to be updated or redone to reflect the new contact
information, so concerns about whether the implementation costs are
justified are essentially dismissed. Just be sure that a relocation coupled
with a new look won’t add up to the issues mentioned above.
3. A CHANGE IN SERVICES OFFERED
Significantly altering how you conduct your business—such as a transformation
from design firm to advertising agency—can create the need
for a new way of positioning yourself. Whether the presentation involves
a different name, a fresh look, or both, you’ll want to thoughtfully and
accurately depict changes to your business model in the new identity.
4. THE CELEBRATION OF A LANDMARK
Maybe your company is commemorating five years in business or celebrating
the addition of an overseas office—a milestone event can be
an effective springboard for an updated look. Some firms temporarily
incorporate new or enhanced features in their existing identities—such
as adding a mark indicating “20 Years” to printed materials—for a set
period of time. Clearly, if a change is to be utilized beyond a particular
timeframe, the dated aspect of the identity will need to be considered.
5. THERE IS CONFUSION
If you find yourself in the unenviable position of having a confused audience,
you’ve probably considered an identity change. The problem may
be that your business’s name or look is too much like another organization’s,
or there might be just a general misconception about what your
business is or does. In these cases, the sooner you eliminate any uncertainties,
the quicker you can begin to move forward.
6. YOU SIMPLY ARE INSPIRED
Perhaps the creative stimulation you were searching for or the resources
to execute it were not available at the time of your business’s launch. If
you find yourself more inspired or better prepared to create a suitable
visual identity, you may be able to justify making a change.
