QUESTIONS ABOUT THE CONCEPT

What is John Look?

An identity site or a design agency with new working methods, depending on what you would like to call us.

Why did you start John Look?

Lately, corporate Identity has moved from hype to hygiene. All companies, big or small, that wish to develop, care about their appearance. But only the big companies can afford the money that design agencies charge. This despite that the small businesses often are the ones in most need of assistance regarding design. John Look aims to help all companies or persons who desire qualitative design without paying for time.

How does John Look relate to the advertising industry?

Well to start with, that is where our knowledge comes from. Being started by a well established Swedish art director (John Mellkvist) who has 12 years experience from agencies of the big Y&R and Enterprise networks. The advertising industry is a fascinating one that has survived by being innovative during the past 50 years - except for one thing - it's working methods. Selling time is what it is about. Time is what the end client is paying for and time is expensive. The John Look way of working is therefore inspired by another industry -the fashion industry. This being so successful in industrialising design to the customers benefit.

Other sources of inspiration?

The market orientation as a whole, in fact. The insight of putting the client needs before your own, which today is practiced by almost every modern company.

What is the difference between a logotype and a graphic identity?

A logotype is only the company name or its symbol. A graphic identity is our collective appearance in the different visual situations a company (or a person) operates in.

You call your products looks - why?

For many reasons. The word itself well represents the way we choose to see graphic identity. An appearance, a look mirroring a personality. A look is also a good way to solidify and limit our products. We make a distinction between a look - which is an 'empty' appearance - and a graphic identity, that has been personified, loaded with your personal information.

Why aren't there any symbols in your looks?

Our vision is about creating designs that can be shared successfully by many users without 'visual conflict'. A Nike swoosh, an Apple apple or a Mercedes star can for obvious reasons only have one user whilst a typographic design allows many holders. A symbol is unique but a style is to be shared. Though it's not totally unlikely to see John Look using symbols in the future, these will in that case be handled in a different way.

John Look only sells stationery design. What if I need to produce other things?

We have chosen to start with stationery - business cards, letterheads etcetera - as a first step. A business card is in many ways an archetype for business and still being an important fundamental for graphic identity. Once you have created your account at John Look you can easily buy and download your new logotype for your graphic production.

Business cards are very important for John Look - why?

The business card has since long ago been a strong symbol for personal communication, and for that reason a good symbol for John Look. The business card has many similarities with the t-shirt. A simple and archetypical form, which is familiar to all of us. They are both exquisite communicators allowing small details to reflect a broad range of personalities. Both t-shirts and business cards are subjects to a 'nerd culture'. T-shirts are thrown at you for free - or sold in exclusive boutiques for several hundred dollars. Your business card can be a heap of cheap pieces of paper as much as something very personal and precious.

Doesn't a graphic identity have to be unique?

Well yes, but it can be unique in many ways. You are unique as is your name. That's most important of all. John Look gives your name key importance in every case. And each look represents a style to dress it in. A style allowing many users, becoming unique as you add your name and choose a color. Your name plus John look creates a unique identity.

What differs John Look from the Internet printers?

To put it simple, the Internet printers have their focus on production whilst John Look has a design focus. There are design companies selling their services on the net, but until now there hasn't been a concept that successfully combines the benefits that Internet gives with qualitative graphic design. This is therefore John Look's focus and main challenge.

What is your main target group?

All people who search for a nice looking and well functioning graphic identity at a minimum cost and through a minimum process. Small to middle size enterprises, business persons, entrepreneurs of different kind as well as private users.