I had a far-out dream the other day: What if New York hosted the Olympic
Games in 2012? As I looked out my window, I imagined the throngs of skyward
gazing morons, looking for a map, stadium, or nearby hot dog stand. What if
it actually happened? And how would the city embrace and adapt the design?
Would it tug at the heart, head, or both? Usually I have a hard time
retaining these far-fetched notions, but I couldn't help wasting time on
this one- chalking up a fake logo and icon designs that no one (but
you) will ever see. Don't pity me. It was therapy of sorts and was a good
excuse to change my routine.

I spent an hour on the logo and a week with my intern revising hockey players
and pizza tossers. I still have no intention of showing it as a proposal but
I've decided it was worth the wasted effort. We need a better system of
boring infographics, right? Yeah, why not! Most of us dont
waste enough time on work that goes nowhere. I think wasting time doing what
you want is an intuitive investment in your future, or, what should be.

Most of the pivotal changes in my career as a logo designer were (and to some
degree, still are) hinged on freebies. Freebies aren't really "spec" per se
(that is, work huddled around large piles of corporate cash) but work for
causes and products that are close to the heart. My old boss at O&M told me
the only reason I was hired and moved to New York was on the creative merit of
my fake Firehouse logo - which was a killed freebie! The job before that—same
thing. It goes way back to college and the Advertising And Design club. See
the pattern? I must be a glutton for punishment. The Firehouse owner (a friend
from college) just killed another free logo of mine for Wahoo Grill, making me
a two time loser.

I don't give it away because I want to, I really think I have to- in order to
keep the ideas and exchanges energized. Yeah, sure, theres also the "help thy
neighbor" factor too. Yesterday neighbor Steve— God bless him— started a new
magazine. He came by to show it off and ask for advice. I told him he was
crazy, there's no money in magazines right now and goodbye. Ten minutes later
I show up at his door with a new logo for "L" magazine. I gave a winged
facelift to my favorite movie theatre a few years ago (Angelika), the place
where I get coffee (Grey Dog), where I have brunch (La Bicyclette). They don't
get used or even shown, so I try and patch the wounds with awards... and the
pitiful cycle continues. I take certain usable scraps, post them on my site,
and those stand a chance to help the real world. All of the logos that are
staring at you right now were given away to charities or exchanged for free
haircuts, beer, or hot wings.

I guess I'm lucky to actually get paid from time to time so I can indulge
this disease. Killed restaurant logos become fake cafes that become food
illustrations that turn into icons. Its not that I'm lazy- its just that I've
already designed most logos before they've even walked through the door. I
guess the moral of the story (if there really is one) it's that you have to do
what you love and tomorrow will pay the rent.

My name is Felix, and I'm a logoholic.