Jeff Chilcoat, Art Director of Chilcoat Studios was recently asked by local historian and publisher, Jim Moloney to design a book cover. This book would be a compilation of stories written by one of Corpus Christi’s most prolific writers and historian, Murphy Givens. After meeting with Mr. Givens it was clear that I needed to design a cover that captured his quietness, his simplicity and humility. What was needed was a classic image, a portrait of a man in a simple pose looking right at his audience. With a light that would reveal the quiet dignity and love of clarity that he obviously possessed, I needed to capture his image in black and white. With a look from a time and era that he was born, I tried to create a personal, close look into the man as he looked back.
When I proposed this creative direction to both Moloney and Givens, Mr. Givens was immediately 
apprehensive. He was concerned that people would think it would make him look boastful or ego-driven. But he is far from vain or egocentric. He was inclined to reject my art direction immediately. But I assured him what I was trying to create was a portrait and an insight into his personality and his life as a writer. I wanted to be true to who he really is, the man his friends, colleagues and wife know so well. I didn’t know him very well, but sometimes in a brief moment, you can see things in a persons face, in their voice and demeanor, that communicate years of their life and work. This was my goal, to capture the story that Mr. Givens face tells, the years and lives he has influenced and his passion for writing about life, past and present.
Graphic design and art have always been a source passion for me. Working on a project like this, one that is so personal for a client is the most rewarding to me as a designer. A designer has to take great care when given this trust and treat the task with great respect. Because it is someone’s life that you are putting on display, not just a face. Who says you can’t judge a book by it’s cover? This book invites you to do just that. Unapologetic and putting it all on the line, Murphy Givens looks right back at you.
So what makes a strong brand? And does it really matter? A strong brand or logo is one that communicates who you are in a simple and direct style. And, yes a good brand does matter. It projects an image of success and professionalism. And given the choice between two unknown service providers or products, most customers will respond positively to the brand that is pleasing to them or that they remember seeing. Everyone would rather do business with an established professional and/or someone they know. This is the real job of a hard-working brand. To reassure a prospective customer that doing business with your company is the right choice and to be remembered in a positive way.
Your brand/logo should be simple, easily recognized and reproducible very small. If it works in one color it will work in multiple colors. It should be able to be embroidered and screen printed. It should have flexible layout options with it’s companion logotype. In this world of technology and instant world-wide mass communications, there are always exceptions to these guidelines. Last and certainly very important, you should be able to own your brand and it’s usage outright. It should be unique and able to be trademarked if desired.
