Design that goes skin deep

There are lots of ways to know if a logo design is successful. Intuitively, you know because both the client and designer are happy with it. It’s easy to talk about. People—your people, the ones who matter—connect with it. Empirically, it brings an increase in sales, memberships, donations, signups.

When you see it, a little voice in your heart says, “Yes!”.

And then there’s tattoo-level success.

When I designed the logo for Women of the ELCA’s Triennial Gathering, I wanted to create something beautiful and fresh, an uplifting symbol of transformation and growth that would help generate enthusiasm for the event. I thought it hit the mark and when the logo was unveiled to the Board, my client told me that the reaction included refrains of “that would make a great tattoo!”. I suggested that we make temporary tattoos to give away at the Gathering. “That’s a good idea,” she said, “but I think they meant real tattoos.”

Sure enough, several months later, we learned that someone did get a tattoo of the logo. A real one. There was much excitement about this. Then someone else got the tattoo. And then someone else. As of this posting, THREE women have inked this artwork onto their bodies. (You can read about one woman’s experience here.)

It goes without saying that I love this. It’s fun, of course, and it’s neat to see. More importantly, my design reflected the message of Women of the ELCA’s Triennial Gathering and it resulted in an image that people connect with and care about.

That’s what I strive to do every day: make something that matters. That is the kind of success I’m after.