Do you have a card? I'm sure you've been asked this question some time when you have made a new acquaintance. Well maybe you had one to pass over then as well. But what did it look like? And was it a good representation of your personality, or your business?
Your graphic identity is important. It boosts the value of your offer and it reminds people of whom you are, when you're not around to do so. However, investing in a strong graphic identity has, in the past, been an expensive and complicated process in the world of consultants.
The insights that led to John Look didn't come out of the blue. They were a result of my studies regarding a similar business: the fashion industry. The fashion industry has since long ago, been very successful in balancing personal expressions with effective mass distribution.
Why? Does it have to be like that? Isn't there a way to do it which is more to the client's benefit? These were the questions that gave birth to the concept of John Look and a new way of thinking and trading graphic identity.
Your own personality plays exactly the same part - when buying your graphic identity at John Look Identity Store - as when you buy clothes in a store. We call our products 'looks'. A look is a neutral fundamental element of your graphic identity; an appearance that doesn't become your full identity until you have customized it with your name and picked a color. Our designs provide your name with a certain visual dominance to ensure that every sold identity is unique - even though several people can share the same graphic fundamentals.
For more than twelve years now, I've been designing brand identities at some of Sweden's most well-known design and advertising agencies; Lowe Brindfors, Brindfors Enterprise IG, Hall&Cederquist Y&R and more. Dealing with both large and very small clients, I've always been convinced that good design pays off and that good design is often what makes the difference - in any commercial situation.
One more thing. Everything relating to our appearance will sooner or later be judged by personal taste. This is a good thing. Not everyone perhaps can create a graphic expression that works - but everyone can choose one. And the person who has decided from his or her own belief or gut feeling - that person will feel safer and act better.
Try it and you will see.
Stockholm September 2006
John Mellkvist
Art Director and Founder
Choose a Look
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