How STEPHEN FERNS started their logo design journey
Tech Fogey is website for people in digital denial, who feel left behind by the relentless march of technological progress, who want clarity but often find confusion. My aim is to give clear, concise product reviews and buying advice that everyone can understand.
My name is Stephen Ferns, journalist. I used to write a weekly feature on gadgets for the Sunday Telegraph in the UK and have also written for the Financial Times and many other UK-based national newspapers and magazines. As a consumer I'm interested in technology only if it offers a tangible benefit. Does it make my life better or more fun? Writing about technology and consumer electronics represented a steep learning curve. Even after 5 years much of what PRs and companies send me is still baffling. I try and keep myself well-informed but the industry is HUGE and changes FAST. I have a vested interest in the subject and even I find it difficult to keep up. Maybe I'm a moron but that doesn't stop me feeling marginalised. Much of the industry seems to be an exclusive club that's only open for membership to career nerds and the most fervent early adopters. I'm a reluctant adopter or 'laggard' - great word from a Wired article on technophobes and their power in the market.
Users don't have have to be fogies - I'm the Fogey. I get annoyed that I'm being left out, excluded.
Right now the company is just me.
Tell us a bit about who you are and the people you reach
There are 10 million people in the United Kingdom who have never used the Internet and 5 million who've used it only once. There is also the huge mass in the middle who are neither refuseniks nor early adopters. It's this middle mass that I'm after with Tech Fogey. In many ways, though, I'm creating Tech Fogey for me. I'm nudging 50, love great technology but often feel that it doesn't love me. HD television is wonderful. I'm still blown away by mobile telephones - how can I talk to my mother in the UK when I'm in LA as clearly as if she was next door? Incredible. And Sky+. Love it. Genius. On the other hand, video games leave me cold and my mobile phone is 5 years old. So the market I'm after (see above) is far from new. Older, in fact. A friend who works for LG told me their advertising doesn't target anyone over 35. Tech Fogey only wants the over 35s. The site will principally be product reviews and buying guides but with added Fogey attitude. Tech Fogey users are smart, well-informed, age 35-100, with plenty of disposable income. They value quality, performance and competitive prices. They think they know plenty about tech but aren't sure how much they know relative to others. They have a limited appetite for bullshit.
The logo should make Tech Fogey seem more cutting edge than Apple, cooler than an HTC Hero, better-informed than Tech Crunch.
I need a multi-purpose logo that can be used on business cards, letterhead, website etc. The name - Tech Fogey - needs to be clear. Bold is good. I'm OK with an illustration or symbol as part of the Tech Fogey logo. Colour is OK so long as it doesn't detract from the name. Avoid anything that implies old-age. The site will be equally appealing to men and women. The domain names I own are http://www.techfogey.com and http://www.techfogey.co.uk. See attached file for more info.