『Ep. 052 – Bill Gardner – Stolen Magic Secrets, a $20 Rock, and Branding for Machines』のカバーアート

Ep. 052 – Bill Gardner – Stolen Magic Secrets, a $20 Rock, and Branding for Machines

Ep. 052 – Bill Gardner – Stolen Magic Secrets, a $20 Rock, and Branding for Machines

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There are thousands of magicians who can handle a deck of cards better than David Copperfield. There is one David Copperfield.Bill Gardner has a one-word answer for why, and it turns out to be the same word that explains why one designer’s work gets remembered and another’s gets filed.In this episode, we talk with Bill Gardner — founder of LogoLounge, owner of Gardner Design, and a man who put himself through college as a working magician — about story as the actual engine underneath branding. It opens with how he got into magic in the first place, and ends on whether we are about to start designing brands for AI agents instead of for people.It is part magic-shop origin story, part masterclass in selling design to a CFO, and part quiet argument that the thing you are selling has never really been the picture.In this episode, we talk about:How Bill actually got into magic and why he could only tell the story once the magician whose props he broke into had died.The $20 rock that named an investment firm and why he set it on the table in front of the client before saying anything about design.How to answer a CFO who wants you to prove ROI including why “no, I can’t guarantee that” is the right way to open.Meeting Saul Bass at twenty years old including the thing he discovered walking down that hallway that nobody had ever written down.What happens when AI agents become the audience for branding and whether we will have to design for human consumption and machine consumption at the same time.Whether you are trying to justify your rates, name a company, or work out what is left for human designers once the machines are the ones doing the looking, this is the same question coming at you from five directions. What are people actually buying when they buy design — and what makes any of it worth remembering?ABOUT THE CREATIVEBill Gardner is the owner and creative director of Gardner Design in Wichita, Kansas, which he has been running since 1983. The studio does nothing but branding — roughly 80% of it rebranding — for clients including Cessna, Thermos, Pizza Hut, Coleman, Hallmark, and Wichita State University.He is also the founder of LogoLounge.com, the largest searchable logo archive in the world, now approaching half a million logos submitted by more than 20,000 designers. He has authored fifteen LogoLounge books and has written the annual Logo Trend Report for more than twenty years, which has carried him around the world as a speaker. His newest book is The LogoLounge Guide to Iconic Branding: Trendcasting for Logos that Last.He holds degrees in both business and fine art, collects antique bagatelles, and paid his way through college performing magic.Websitehttps://gardnerdesign.comLogoLoungehttps://www.logolounge.comInstagramhttps://www.instagram.com/logoloungeThe LogoLounge Guide to Iconic Brandinghttps://www.quarto.com/books/9780760398104/the-logolounge-guide-to-iconic-brandingJoin the Creative Slash Newsletter and Get the 5-Part “Off the Record” email series FREEClick here to get the five-part “Off the Record” email seriesNote: If you're looking for hard-earned advice, resources from top creatives, and the products they can't live without, you're going to love this.Brad WoodardBrad is an illustrator and designer behind Brave the Woods, a full-service studio working with clients like PBS Kids, Ford, Target, and USPS. His bold, playful style and heart-led storytelling shine through everything from brand campaigns to children’s books.View Brave the WoodsDustin LeeDustin is the founder of RetroSupply, a shop for retro-inspired brushes, textures, and digital tools used by tens of thousands of creatives from indie artists to major studios. He shares what it’s really like to run a creative business while keeping it small, weird, and intentional.View RetroSupplyCreditsAudio/video editing: Clara Wright Cover art: Brad WoodardIntro animation: Seth AustinIntro music: “Snakes and Fire” (Instrumental) by Pär Hagström
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