In an effort to pretend like I’m a real adult, I decided to officially start my own company through which I will being doing all my freelance work and personal projects. The name is ‘the Hei Design Company.’ Obviously it’s a play off the phonetics of my last name, Heiselt. It’s a name I’ve been kicking around for years now and it’s fun to see it finally coming into fruition.
Now, the nice thing about being a designer is that you can do all your own identity work. The bad thing about being a designer with a bit of experience (and 3-4 portfolio sites) under your belt is you know that no matter what you do you are going to hate it within 6 month. Because of this my long term plan is to hire out the identity work. However, because I have not the funds I am stuck with plan B, which is to use an identity that I didn’t actually do and that I have a personal connection to.
My father, Preston Heiselt, a designer and very talented illustrator, died when I was only 4 years old. I have no direct memories of him, but because I followed in his footsteps I have become the recipient of numerous design and illustration books and magazines from the late ’60s and ’70s. On the inside cover of some of these publications is this stamp that my dad made.
Naturally, I have always loved it. So, when I got about making a mark for the Hei Design Company it seemed like a nice solution to use his mark. It doesn’t say all the things I want my identity to say and it isn’t exactly the style I would choose first, but it is nice to look at and I don’t see myself every growing to hate it. So, it will do wonderfully for now. And who knows? Maybe my work will evolve in a way that will make it perfect for me.
So, here is a business card I am going to have printed as soon as I can find a good pantone yellow.
Also, some day I want to have a division of the company that does letterpress, silk screened posters, etc. Here’s the mark for that too.
Micah – great story behind the logo. I think you’ve implemented it in a very nice way and managed to harness the retro-ness of it to make it look more contemporary. I’m loving the condensed type (what is that, Alternate Gothic?) and the white + black + yellow is working well.
At first glance, I thought “Pres” meant “President” (sup Prez), but I think in context it will make better sense. Or maybe you could add another “s.”
Thanks Mike. The font is League Gothic. I believe that Houston recommended it a little while ago. It’s a nice one.
Good point about the Pres reading Prez. My dad would sometimes go by and sign his name ‘Pres’ (pronounced Press) which is why I wanted to do it that way. I might have to compromise and add an extra s, though.
I love this kind of stuff: Transmitting the the “DNA” of those who came before us into our work and lives today. Of course, we ALL stand on the shoulders of giants creatively, but its nice when we make the wink/nod explicit. I think the asterisk looking symbol you’ve transmitted is really powerful. Maybe a small detail that your Dad wanted to add – now becoming a prominent and signifying thread. Overall, well – done.
I’m liking the history that is coming through, and the juxtaposition of these two font choices. Can’t wait to see the actual cards. Might be cool to do something BIG and bold with that little “star” shape…
I love the application of the star mark on the white side of the business card almost more than even the logo itself. Good stuff and great tie-in to your history.