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April 17, 2007 | Tate Linden
We've had this concept in our heads for quite some time. Or maybe it was just me that had it in my head. Anyhow, we're beginning to take the wraps off of our visual identity that was started way back in '06. We're not quite at a stage where I can show the designs online, but rest assured we're close. If we send you a proposal within the next few weeks you'll likely have a chance to see the refreshed brand in action.

So what is "Edgy but Approachable?" Well... it's tricky. We aim to be sort of like Janeane Garafolo but without the political extremism. It's the best effort we've come up with for getting our pre-contact impression into words. Sure, there's all that great stuff about expertise and brand knowledge, and the study of naming... but who are we at a party?

You'll note (when you see it) that our new logo actually looks quite a lot like a tattoo. That's no coincidence.

What do you folks think of the idea? Does it seem to fit with your idea of Stokefire? Does it make sense? Is it us?

And a random thought. I saw this great tattoo of a fly on a guy's shoulder in ID Magazine (the current issue.) As I recall, the text for the picture mentioned that ever since he got the tattoo people would come up and try to brush the fly off of him. If that doesn't (re)define edgy but approachable I don't know what does.

If only Judaism were a little more lenient on the whole tatt concept. Oh, and I suppose the wife would need to be a bit more lenient there too.
Doc Mike April 30, 2007 3:57 PM

Judaism also frowns on bacon and Catholic girls...but bacon tastes good,

and Irish girls are pretty.
Go ahead and get the tatoo.

Tate Linden April 30, 2007 4:37 PM

I know Irish girls are pretty. I married one. Unfortunately it is the Irish girl that is more immediately affecting my ability to get the tattoo than the Judaism is.