Time to tell a secret, how logos are designed. There are those that spend $100,000 on a logo as did Steve Jobs for his NEXT logo and others that just pay $35 (Nike). The logo for all of the emphases that is put on it while the designer is getting the “brief”, doesn’t really mean that much. Its the marketing that comes with it that really makes the logo worth something. The two obvious examples are both Microsoft and Apple. Microsoft is simply the name using italic letters with a few nuances, and Apple, well anybody know what the connection of an apple is to computers and why it has bite taken out of it?


There is one thing that is needed however, inspiration, something to get the design juices flowing. Afterall its is design and no matter what you come up with you still have to sell it to the client.


One example a few years ago…..I had a logo to design, the client’s company was multilayered and that was the brief. So I sat down in my office and sketched a few things, checked out google for some ideas and really didn’t come up with anything that I really liked. And really that’s what designing a logo is all about, something that we like. Forget “the list”, this is when the client comes along and says their logo must show”



  1. strength
  2. forward thinking
  3. sensitivity
  4. attention to detail
  5. technology friendly
  6. eco friendly


The longer the list is, the less it will be understood, after all the logo is for many many different people and we all interpret things differently especially complicated symbols. It really comes down to, at best either a single idea the represents the company or just a cool graphic that everyone likes or at least what the boss likes.



That said I was a bit stuck on this design and anyway I had to go to back to the reserves.  I took my sketch pad hoping that something good will come out of this little diversion. Well on one of the patrols there were 3 of us in the jeep, the Bedouin tracker (in the pict he is the one that is sleeping with his feet up, naturally) and another american who was having a hard time fitting in… I was inspired. We were three “layers” that are the interlocking “wheels” that became the basis for the logo (don’t try to figure out how I got there, my brain doesn’t work in a linear fashion).

So that gave me the structure, but I still needed color. It happens that we also had a patrol not on the border but in the Negev and there the colors of the red rock are “awe inspiring”


The client loved the idea and so it became his logo. Granted you may have a hard time going from the top two picts to the logo on the bottom, but the process of inspiration is not simple.


And I have a new page on my site, and there you can find a few logos that I designed- click here

landing pages designed by studio spinner israelLanding pages, these are pages where clients or potential clients are sent to learn more about us. B2B use this as a main tool for their marketing.


Sometimes its the preparation for an exhibition that you want them to go to. It could be a product launch or it simply could be “whats new” kind of thing. Below I have two of our latest, one is for an exhibition (WPW) and the other is the start of a new company and their initial landing page / website.


One of my examples involve Augmented Reality. I would expect that most people have no idea what that means. We created a landing page through an image that explains it: Realistic looking objects placed in a real world environment where the user can’t really tell the difference between what is real and what isn’t, at least thats where the technology is going.

I’ve now been designing for over 25 years here in Israel, and I must admit to a certain pride in that I’ve succeeded  to survive as a small business. I’ve gone from freelancer to having an office of 5 and now to a virtual office. I do in fact feel a part of this Start Up Nation, I’ve worked for Raphael, Elbit, Elscint, Iscar to name some of the larger Israeli companies as well as as host of smaller ones, many that didn’t make it, others that were sold off to larger companies in the States (Correlix, Trusteer), through it all, I’ve always had the feeling that I”m doing something that is larger than myself, and that was just as important to me as making a living.

That was “easy.” I just finished and sent to the printer an 86 page catalogue. Whats changed is digital printing. Years ago we would prepare the catalogue, send it to the printer, return with a “hetek shemesh” find mistakes, resend and the print. A catalogue with 86 pages full to technical tables (this is about drilling bits, over 300 types), will have many mistakes/changes. With digital design and printing all of the pressure is gone. I design prepare a pdf for checking, get changes and modifications and send the pdf back again. When ready, we do a color digital print (find some more things to change). Finally when really really ready, we just do more digital prints and when everyone is satisfied, it will then go the off set press. Before it does that, the colors have been confirmed, the quality of the images,  the printer has an exact example of what he has to do, there are no surprises..what a pleasure

I’ve found a niche market that I really didn’t pay attention to. Smaller websites for Freelancers, new businesses, etc. Unlike the larger corporate sites or even the smaller ones, the micro sites are usually for a freelancer. Its the type of freelancer is where it gets tricky.  The professional who knows their site will change and grow in time are my target client.

The “beginner” is less so, as they can probably use WIX as the foundation with all of its limitations and be very satisfied. In fact given that it will be their first site, they probably will not even see the limitations.  Growing out of WIX to a more flexible and Google friendly environment will depend upon their success as a freelancer….when that happens then I may have an additional client.