Simon Fenton Creative - Graphic Design

Simon Fenton Creative - Graphic Design Experienced Hassocks-based graphic designer. If you’re looking for professional service to a sensi

Logo and packaging for a range of luxury lip-balms.
16/04/2026

Logo and packaging for a range of luxury lip-balms.

BLOG POST: 'In a time before Photoshop...'This is a true story. I was an Art Director at a design agency in the early 90...
15/04/2026

BLOG POST: 'In a time before Photoshop...'

This is a true story.
I was an Art Director at a design agency in the early 90s and the builders merchant Travis Perkins was our biggest client.

I’d given their new brochure the ground-breaking headline of ‘Raising Standards’ and deemed it necessary to have a Travis Perkins flag fluttering on the front cover (see what I did there? Standard? Flag?) anyway…

I think we did have Photoshop by then, but even so with our limited skills it would have been tricky to make it look authentic, so I received an actual flag from the client and found a location with a handy flag pole, namely a bowls club in Lancing, East Sussex.

The club allowed us access, so the photographer Jim and I duly turned up armed with flag, camera equipment and tripod. Once set up we realised we didn’t have one important thing. Wind.

We stood there hoping for even a light breeze but it was a calm summer’s day. How the heck can we make the flag fly? It just lay there completely limp.

Then Jim had an idea. He went to his car and came back with his fishing rod. Ingeniously, we hooked the top corner of the flag and I then went about 50ft away and pulled on the line. It must have looked very odd to passing motorists. A photographer is taking a picture of a man who appears to have gone fishing at a bowls club, has caught a flag, and is now struggling to reel it in.

It worked though. Ah, those were the days…
(Bet you can't see the fishing line in the picture...)

BLOG POST: 'Why you need a new logo. Or maybe you don’t…'My name is Simon and I’m a logo-holic.I like looking at them. I...
15/04/2026

BLOG POST: 'Why you need a new logo. Or maybe you don’t…'

My name is Simon and I’m a logo-holic.

I like looking at them. I love designing them. It’s one of the best parts of being a graphic designer. That blank piece of paper. It’s possibly what first attracted me when I was a 15 year-old school boy.

But “I need a new logo” is possibly the loosest thing any client tells me.

Why? What’s wrong with the one you have? What’s made you think you need a new logo?

(Wait. Why am I even thinking this? They’re offering to pay me for this work! Just say “Ok” dummy! But my job is also to advise and if it’s for the wrong reasons, I’ll say so.)

Here are some possible reasons clients say they want a new logo:

1. Boredom. Seeing your own logo every day gets old very quickly. You see other identities springing up all around and think ‘I’d like one like that’ even though yours is just fine.
[Reason rating 3/10]

2. They’ve gone off it. Well, perhaps it’s still working for your business and it’s familiar to your customers. Unless, of course, it really is rubbish. [Reason rating 5/10]

3. It really is rubbish. Then it was probably no good to start with and if it doesn’t fit with your company’s profile anymore, then yes, time for a change. [Reason rating 8/10]

4. Business change. Merger, buy-out, start-up, internal politics… approach with caution but a solid… [Reason rating 10/10]

During a re-branding once, the CEO of a CCTV company said to me “You know, we won’t sell any more CCTV systems just because we have a new logo”…

Ouch.

I believe ultimately he’s wrong, but it’s not easily proved. But ponder this – why do large successful companies spend so much money on their corporate brand?

Company logos are called 'trade marks' for a reason. It’s your unique and identifying mark in your trade and it’s familiar to your customers. With any luck they will come to trust that mark.

When it comes to corporate identities, there’s no contempt in familiarity, only trust.

Your logo – your BRAND – should be treated with respect, cared for and protected from becoming corrupted. My clients always receive a ‘pack’ of logo files from me once a new logo is approved, that they can use, along with instructions for usage and care of their identity.

I love designing logos. It’s my job. But if it ain’t broke… think carefully.

BLOG POST: 'Be careful, you never know what you’re creating…'Years ago, I threw together a quick logo to go on one littl...
15/04/2026

BLOG POST: 'Be careful, you never know what you’re creating…'

Years ago, I threw together a quick logo to go on one little thing at the last minute for a client. Basically, I typed the brand name, chose a font and that was that. No time for anything more. Fifteen years later, it was one of their main brands and I was stuck with it.

Legendary designer Milton Glaser thought he was creating a pro bono logo for New York. On the way back to his office in a yellow cab, he sketched an idea on the back of a torn envelope in red crayon.

One of the most widely distributed and imitated images in the world, the “I Love New York” logo — consisting of an upper-case “I,” followed by a red heart symbol, and then the upper-case letters “N” and “Y,” set in the rounded slab serif typeface American Typewriter — was created by graphic designer Milton Glaser and first used in 1977 to promote the city and state. Let’s dive into the history behind the creation of this iconic logo.
https://www.logoworks.com/blog/a-brief-history-of-the-i-love-new-york-logo/

How I designed it... and how it looked when built. Cells4Life.
14/04/2026

How I designed it... and how it looked when built. Cells4Life.

Graphics for the Trayport Exhibition Stand at E-World Energy & Water, Essen - February 2026. With facebook.com/freshdisp...
14/04/2026

Graphics for the Trayport Exhibition Stand at E-World Energy & Water, Essen - February 2026. With facebook.com/freshdisplay

A new look for Adastra Kitchen in Hassocks.
14/04/2026

A new look for Adastra Kitchen in Hassocks.

Proposed branding for a Pharmaceutical and Packaging Machines resale business.
14/04/2026

Proposed branding for a Pharmaceutical and Packaging Machines resale business.

Logo and packaging design for luxury lip balms.
14/04/2026

Logo and packaging design for luxury lip balms.

😂
04/09/2025

😂

Poor. Why do I have to put my reading glasses on to wash my hands? Hand lotion looks exactly the same as hand soap. Grap...
03/09/2025

Poor. Why do I have to put my reading glasses on to wash my hands? Hand lotion looks exactly the same as hand soap. Graphic designer fail.

London-based music school - logo design.
27/08/2025

London-based music school - logo design.

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