One of the the facets of Martha Stewart that I admire most is her innate understanding of the role that design plays in a successful business. (As some of you know, I am a graphic designer by profession.)
Over the weekend, I came across this fascinating article on the AIGA (American Institute of Graphic Arts) website. In it, the designer of Martha Stewart’s logo, Stephen Doyle, discusses the creative challenges faced as he and his team worked to develop a logo for America’s preeminent lifestyle expert. I especially enjoyed seeing some of the logos that were under consideration for the Martha Stewart logo (some shown above), along with the reasons they were considered/not considered strong contenders. Very cool behind-the-scenes stuff, if you are interested.
In the article, there is also a link to a video of the presentation given by Gael Towey and Stephen Doyle, MSLO’s chief creative officer. In the video, the role of design at MSLO is discussed with many, many examples from the magazines, etc. More behind-the-scenes stuff in the video, which is 38 minutes long!
From the AIGA website:
There was much discussion and heated debate over whether the rebrand name should be “Martha Stewart” or “MarthaStewart.” The thinking was that the lack of a word space would help transform a person’s name into a corporation, but the argument against it lay in how it would be read in press releases and newspapers. One question was paramount: What was the overlying subject foremost in the minds of the consumer-the woman or the corporation?