Jessica Hische: belief

Transcript context

…Yeah. When I was thinking about this, it feels like my whole feeling was this could be better. That's all it was for me initially, is just like I feel like it could be a lot better. I imagine that's enough for some people, just like, "I think this could be better," and then here's things [inaudible 00:55:50]. Yeah. That's definitely enough for some people, because I think sometimes... I think you, specifically, had a very clear vibe going on with all of your brand stuff. Some people, it's totally like a mishmash grab bag of random trends and there's no real voice that's coming through. But I feel like you've been doing this for a while, and when you see everything together, there's definitely a very clear vision and vibe that you get from everything. I always tell people that having terrible vision can be your best asset when it comes to logo and brand, because it allows you... Just take your glasses off if you have terrible vision, and look at it, and get the feeling when you can't see the detail. You have to be looking at it with blurred eyes. What is the overall look of this thing? Just trying to get as broad and noodly as you can with it instead of it being about those really specific one by one stuff. I think when you blur your eyes on your brand, there was a really clear cohesiveness to it already. It was just about massaging it into a more consistent professional-looking place. Well, I can't look at the old logo anymore now that I've gotten this thing coming together, so I'm really excited for this to come out. Just a couple closing questions. One is you have a lot of other stuff going on that is not just typography and logo refreshes. You have children's books, you do lettering for classics, you have a store in Oakland. Talk about all these other things you got going on in case it might interest people.…

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