Sneak Peek at my new book

I am currently writing a book about drawing. It's a work in progress, so I thought that you might like to see some selections and get to know me as I write. These sections are first draft with minor edits.

This is from the forward, I hope you enjoy this and want to return as I post further updates.


Forward

"Art and creativity have been a part of my life from the very beginning. I still remember the day that art entered my life. I was five years old. It was an early evening during an Illinois winter season working its way well into March. A whistly' calm breeze drifted through the three story apartment buildings while a bitter smell of sour combustion was flowing in behind us from the Interstate 90 Toll road. Mom and I had just returned from Woodfield Mall with fresh velvet coloring posters. Up two creaky flights, through the cold heavy metal doors and ethnic smelling hallways, and back to her boyfriend Don who greets us at the door.

"Hey there little man,"  Don said with his raspy bearded voice. I remember being glad that we had posters, because Don was hogging the new TV. Mom and I went back to their room and laid out the posters and markers on her bed. My fingers moved around the texture of the scratchy velvet stuck on the smooth poster paper. I remember thinking how cool the monsters on my mom's poster were, and I asked if I could help her get started. I recall that during the last few weeks, my drawings had been showing the early stages of competence. In sizing up this big moment, it was clear that my budding skills were preparing me for a crucial pay off... and then it came! 

Mom looked at me. She gave me a smile and said, "I forgot, you're a good little artist."

She handed me the yellow and told me to start by coloring the big star shapes in the upper left hand corner. I'm not sure what my brain got from that moment, but it put the rest of my life into motion. It was March 1975 on the third floor of the great Rolling Meadows Apartments, and it was the day I began to forevermore draw with purpose.

Whatever else my mother didn't give me in life, she did give me a career. That night made all the difference as to how I was going to survive the rest of my life. For my moms' life, it marked roughly five years since she lived the life of a  hippie revolutionary. Even though she was a young single mom, she was still a drifting soul. By my Junior year, I had attended over 17 schools in four different states. You can easily guess how much of a valuable escape my drawing skills were. As I relocated through the years, it was a rare occasion that any other kids would ever come close to my abilities or determination, and it was always an effective game changer. Drawing skills were somehow perceived as super-powers, and I was spared the full brunt of forever being 'the new kid.' Regardless of my awkwardness or low social standing, you give me a paper and pencil, and I was a Titan among twerps.

This book is my effort to give you the same opportunity that I had. In simple terms, my mom took away a huge roadblock to an otherwise mysterious skill. My brain never had to process a negative view on drawing or creativity. But you, dear reader, have spent the better part of your life under many misconceptions. I have crafted this book knowing that your head is full of doubts and pre-wired defenses, so trust me, and trust the process.

Finally, like anything else you begin, it is important to build a solid foundation. This book will NOT be a 'how-to-draw-along-with-me' program. What I am offering to you is a wind tunnel to blow away the mental chaff and get a clear picture on how easy drawing really is."

Build to Survive!

Not every storm is a metaphor…

NASA VIEW OF THE STORM

It was an anxious Sunday afternoon, the weather was getting fierce and storm clouds were coughing up torrents of anger. Just east of the Kansas state line, a vicious funnel touches the earth, and on May 22, 2011 Missouri was about to make history.

A record breaking thunderstorm hit the people of Joplin Missouri with unprecedented intensity. A rare EF-5 Multi-vortex tornado touched down reaching a mile in width and hitting speeds of up to 300 mph. The tornado went through Joplin like a wrecking ball. Homes were completely swept off their foundations, large buildings were flattened and debris flew for miles. The tornado was so intense, the entirety of St. John’s Regional Medical Center was said to be shifted 4 inches from its foundation.

The impact area of the tornado

When this maelstrom finally ended, the destruction was heart breaking. One could scarcely believe the extent of the damage inflicted on Joplin. Survivors have said that their minds had no way to cope with what they saw next. Yet, before there was time to comprehend the destruction, a far more gruesome shock set it; what about their neighbors? 158 people in Joplin were directly killed and over 1200 injured. The loss of human life was staggering. Shocking stories from the survivors began to be told in the news. Parents describe their children being torn from their arms, entire families were found crushed under rubble, and droves of homeless people had to find shelter.

Forever burned into the minds of the city were the satellite and ariel photographs depicting the tornados trail of destruction. It is estimated that 25% of Joplin was destroyed or made uninhabitable.

One of the many photos of the aftermath

However, as such moments of history tend to contain, one lone building survived the maelstrom. The Edward Jones financial building remained intact. It was located on Connecticut Avenue in one of the hardest hit areas in the tornadoes path. The building was brand new to the area, and while every structure around it was demolished, it remained standing. Apart of minor damage, the building was fully functional and safe to enter. The business was able to assist the community during the ensuing year, and remains a symbol of hope to the community. Naturally, people were very curious how an 8 story building survived a direct hit from an F-5 tornado.

The secret? Hurricane straps. A small feature with mild additional costs that allows the truss system in the roof to endure the cyclical nature of high impact winds. When Don Swanson added this feature in the construction of his building, it made all the difference.

EXAMPLE OF HURRICANE STRAPS

Each of us makes decisions every day about how we are going to build. We build relationships, families, partnerships, financial plans, and business. When we face the costs of building, do we decide to build cheaply? For the people of Joplin, the phrase, ‘preparing for a rainy day’ is no longer a platitude.

How many of us miss the opportunity to slow down, plan better, and build smarter? Do we cut corners that presume ideal weather conditions. What happens to us when faced with real storm fronts? What happens to us when we face family drama, relationships going cold, illness, loss, bad business deals, accidents, or life savings drying up?

While I’m sure that comparing our own trials to the losses suffered in Joplin seems very glib, it's the people of Joplin themselves that ask this question. Many have spoken about what it took to recover, and how it changed the way they choose to live thereafter.

Thousands of people poured into Missouri to help their fellow countrymen in this time of need. Are we also willing to help one another as we face our own storms? Are we willing to forgive, talk, and take actions that bring us all closer together?

A memorial now stands in the city of Joplin. Paula Baker, president of Freeman Health System, pulled down a cloth to reveal the structure at the memorial ceremony. A choir of Freeman employees sang “Somewhere Over the Rainbow.”

The sun, obscured by gray clouds, suddenly broke through." Said Baker: “Joplin is proof that from tragedy can spring hope. That even the darkest night is followed by dawn. That a once-stormy sky can again be filled with the colors of the rainbow.”

The Effects of Drawing on your Brain

Human beings are creative machines. Creation is an ongoing process that defines us both biologically and psychologically. Our brain has built in tools that allow each of us to adapt, alter, and control our environments in a way that secures the perception of survival. Unfortunately, our society has given a very confining definition to what constitutes an act of 'creation.

This brief post is going to try and offer you some food for thought.

As you read, it is vital to remember that your brain LIKES to create. It is in your DNA, it is in your cells, it is in your sub-atomic structure. YOU are a creative being.

Now, here is a question: Do you like to draw?

I didn't ask if you were an artist, if you were any good at it, or if you could draw a straight line. I just asked if you liked to draw?

Why?

The act of drawing effects your brain in a way like nothing can. Check out the benefits that drawing has on your brain.

1. Improves hand-eye coordination
2. It can actually add synapses to your neurotransmitters  This means that memories and experiences stored in your brain can become stronger, more vivid, and easier to access.
3. Drawing increases many of the cognitive functions that researches typically label as the 'creative' and 'right brained' activities.
4. Intuition increases.
5. Produces positive brain chemistry like Serotonin, Endorphins, Dopamine, and Norepinephrine.
6. Your brain stem can actually get thicker.
7. Your awareness of your surroundings can get sharper.
8. Your memory can improve.
9. It produces an overall state of alertness that all of your other brain functions can use for improvement.

Why?
Brains are mysterious. These results are studied all over the world. But I submit that 'drawing' is the purest form of creation that can produce deliberately. We are literally taking our brain's machine and creating something 'outside' of ourselves as an interpretation of something inside of ourselves.

Drawing effects the brain in a way that music, reading, sports, singing, or nearly any other activity can induce.

So, what constitutes drawing?
...anything your hand puts on a surface for the simple reason of 'just because'.'
doodles, sketches, creative dabbling, you name it.

It does NOT have to be art, it does not have to look like something, it has no rules, it has no evaluative property, it is just whatever creative little thing you just made.

Our society tries to shout down our right brains by the time we are 8 years old. That does NOT change the nature of what the brain IS.

I know drawing scares people, but that's not your fault. If you are overweight, does that mean you should NEVER work out? If you play an instrument, did you have any expectation that you were going to be proficient without a lot of practice?

Don't apply rules of perfection to drawing that you do not apply to anything else. That is the lies and fears of bad programming passed on to you from an inherent fear of 'creativity.'

Here are some examples of 'drawing'

 


Now, the one major rule that DOES exist to gain these benefits, you have to draw consistently. I suggest stapling a wad of paper together, and calling it your sketchbook. Nobody has to see it you know...

While I could never cover the entire topic here, if you are interested, I recommend a time honored book.

Please stay tuned. I will be addressing more about this in future posts. Feel free to ask me any questions you might have on this subject!

Go draw something

How a traveling Hippie's message to a Japanese bookseller in 1973 finally ended World War Two

Hiroo Onoda

When it comes to stubbornness and denial, few people on earth have ever defined the role like Hiroo Onoda. Hiroo was a Second Lutenant in the Imperial Japanese Army and an officer with military intelligence. In 1944, Hiroo was stationed in the Philippines to conduct guerrilla warfare. Much like everyone else in his position, he was convinced that his role was both glorious and divinely epic.

Hiroo's role was to aid a division of soldiers heavily entrenched on Lubang Island. His orders were "...that under no circumstances was he to surrender or take his own life." He apparently dug in, and prepared for a long and honorable battle for his Emperor. However, reality came along and really messed up Japan's big plans. In early 1945, the Allied forced wiped Japan off of Lubang Island. All but four soldiers were killed, and those four ran for the hills. Among them was Onoda.

Jumping ahead to 1945, Hitler has died from 'shot my own face syndrome,' Japan is now the smoldering ashtray of the Pacific, and Onoda is still diligently fighting on. Locals try to convince him that the war was over, but Onoda is not a run of the mill chump. He and his squad know it's just a ruse. In 1952, reality tried again. Aircraft dropped family pictures and letters from home with pleas to surrender. However, no amount of reality could make a dent in the loyalty of Hiroo Onoda.

By 1954, Onoda had become the equivalent of a tropical Sasquatch. Locals knew he was out in the jungle, but sightings were getting very rare. Anytime someone DID manage to find Onoda, gunshots were involved, the local government continued to try and convince the Japanese soldiers to come down..

Over time, the legend of Onoda grew to epic proportions. Many wondered if he was alive or if the entire story was a myth. He and the three other soldiers faced all the fun of living in a jungle. They survived tropical heat, bugs, rats, extreme weather, not to mention each other's company. The ate banannas, coconuts and had a series of bamboo shelters. Over time, one man died of illness and two others were eventually killed by police. It makes you wonder if Onoda had his own version of "Wilson..." By 1959, the lack of sightings and the passing of time led the government to declare Onoda officially dead. The crazy bigfoot of Lubang passed into memory. However, in late 1972, a surprise shootout by local police with a man dressed in Japanese uniform reminded everyone that the crazy Jap was still out there.

This news eventually caught the attention of a traveling Japanese hippie named Norio Suzuki. After some efforts to communicate, he managed to make pals with Onoda. During a visit to Onoda's secret base, Norio was able to introduce Hiroo's incessant loyalty with reality. He finally got to ask Onoda that nagging question that we all had, "Why won't you come out?" Onoda replied, "My superior told me that he would give me orders when it was time to surrender."

Suzuki returned to Japan with his news. He produced the jungle vacation pictures of he and Onoda chilling on Lubang. This revelation from Norio led to the discovery of Onoda's former commanding officer. Major Yoshimi Taniguchi was now a quiet little bookseller in Tokyo. Japan sent a formal delegation to the Philippines and finally gave Onoda his papers. Back home, the news that Hiroo never surrendered made everyone in Japan feel like a bunch of quitters.

On March 9th, 1974, the last known soldier of WWII turned in his sword and rifle bringing hostilities to an end. Like a Samurai of old, he surrendered his sword to President Ferdinand Marcos...who pretty much gave it right back to him ( this was an act of pardon by President Marco for crimes committed against the Philippine people; Onoda and his team killed over 30 people during their occupation of Lubang ). His rifle was still fully operational, his sword and knives sharp, and his rounds of ammo still clean and usable. In an epic example of "Well why didn't you say so," Onoda returned home to the Japanese version of a proud golf clap. Actually, Japan went a little nuts but still...

Thanks to the efforts of a traveling hippie, World War Two was finally able to come to a complete close. Whatever manhood you think you have, consider the sheer force of unrelenting loyalty of Hiroo Onoda.

UPDATE:
This post was written in February of 2013. On January 17, 2014 word got out that Mr. Onoda passed away at the age of 92.

Death of Mr. Onoda

"ALLRIGHT! I'll surrender..."

How the Three Stooges saved Star Trek with J. Edgar Hoover's favorite Communist

Everyone loved Lucy. She was adored on a scale that few celebrities will ever know. Hollywood loved her, Famous actors loved her, charities, Mr. Spock, even J. Edgar Hoover! The status she held as a comedian and sit-com icon was so over reaching, that many people don't know the even more fascinating story behind her life.

Few would argue that Lucille Ball stands as an American comedy icon. Her success and influence was unique for its time; opening doors for other female comedians for decades to come. Would it surprise you to know that comedy was not Lucy's intended career path? She began as blond headed Mrs. Diane Belmont, eager to establish herself as leading lady material. Early in her career, her mind was firmly set on breaking into the industry as a serious actress and Broadway player.

A blonde Lucille Ball, 1930s'

In the 30s', she left her New York home and moved to Burbank. Initially, her career consisted of the typical grunt work and filler roles that would ingratiate herself with the studios. Where I submit that her career got interesting was when she signed a contract with the venerable RKO Studios as a role actress.

During the depression era, RKO was a dominant and influential studio. Their diverse portfolio offered many entertainers opportunities for work. RKO also happened to be the home of the Three Stooges.

Needless to say, slap-stick comedy and serious film making were miles apart from each other. Yet one day in 1933, Lucy had a notable speaking role on one of the Stooges episodes. How did this happen? The details are sparse. Keep in mind, Lucy was NOT interested in comedy. Rumors detail that Lucy's propensity for humor was quite well known. She always avoided pursuing comedy in fear of being type-cast. However, she had mentioned that Curley was one of the few comedians who could always make her laugh. Thanks to Curley, she was open to this brief role.



In 1933, she appeared on the Three Stooges short "Three Little Pigskins." On the set, she was able to let her natural sense of humor play out and ham it up. While she kept this role quiet for most of her career, other sources within the Stooges Trivia world mention how much she enjoyed this experience. Perhaps one could speculate that it softened her up to performing in comedy. There is only one quote that I could find from Lucy regarding her part, "The only thing I learned from The Stooges was how to duck... and I still got wet."

Blond Lucille ball with Larry Fine

Lucy apparently resumed with her efforts to become that serious actress and Broadway player. However, she never quite broke through to the mainstream, and again comedy opened up to her. She later wound up with a role in the Marx Brothers film "Room Service."

THE RED COMES OUT!

Now in regards to the seemingly nonsensical title of this blog, as of 1936, Lucy was a registered member of the Communist party. This was nothing more than an appeasement of her grandfather's wishes as he was an adherent believer. During the era of the RED SCARE, Lucy and her husband Dezi Arnez were called to testify before the House Committee. However, J. Edgar Hoover considered "Luci and Dezi among his favorite entertainers in the world." 

She would not have survived the investigations were it not for her successful career in comedy (and her denial that she ever intended to act in accordance with the communist principals of the party). Dezi Arnez said in his testimony, "The only thing RED about Lucy is her hair, and even that is not legitimate."

For historical accuracy's sake, let it be known that Hollywood itself initiated the infamous 'Blacklist." This blacklist began long before the McCarthy hearings. The belief that McCarthy created this is a historical myth.

WHERE NO WOMAN HAS GONE BEFORE

This now leads us to the big pay-off of my seemingly ridiculous premise. Lucy was a driven, vigorous, and shrewd business woman. Her negotiation skills were legendary in the industry. She and Dezi went on to establish the formidable production company, 'Desilu Productions.'

Gene Rodenberry

One of Desilu's most notable programs was Star Trek. Many at Desilu felt it was a childish Buck Rogers show and balked at giving Gene Rodenberry and his vision a chance. Lucy, however, felt that is was smart television and represented genuine science fiction. Her support for the Star Trek concept was so strong, that it was given a second pilot episode. At the time, a second pilot was unheard of.

Star Trek hit the airwaves in 1966, and Rodenberry often stated that the first season was a nightmare due to the industry's constant meddling. Gene said that his experiences were so Hellish that he was always ready to walk away. Lucy intervened and convinced him to hang in there for two more seasons. However, as most of us know, the studio dropped the show after only three seasons (before discovering that the 18-49 demographic was a goldmine).

So, were it not for Curley's unique humor, Lucille Ball would have surely missed her true calling. Thanks to her exposure to comedy, she built a career so successful that she not only made a fortune, changed the entertainment industry, but even charmed one of the creepiest leaders in the FBI into giving her a pass.

I often think that Mr. Spock's resemblance to our dear friend Moe Howard was no accident. Just imagine where Science Fiction might be today were it not for three abusive Jewish comedians.

Thanks Guys! Live long and prosper!

This random information brought to you by Jeremie Lederman of Lederman Studio!

Logos, Identities, Branding

LEDERMAN STUDIO Edutainment Presents:
Logos, Identities, Branding 101 

What is the difference and what do they mean? 

The design and creative solutions industry is always in flux. Words, meanings, and culture are changing at a continual pace forcing creative problem solvers to stay sharp. 

However, one great things about words, is that they DO mean things. Regardless of culture or trends, the design business is built upon specific meanings and principles that customers pay good money for. 

I wanted to take a moment to clarify some meanings and words, and help YOU, the clients and business people be better informed. 

1. BRANDING

This word has become nearly meaningless by many designers who don't understand it. TRUE branding is a very complex multi-faceted process. It involves a number of specialists trained in specific areas to help develop the image and reputation of a business. A branding project will involve copywriters, designers, marketing managers, web developers, media buyers, photographers, and many support people (to name a few). It also involves research into the competition, a marketing strategy, slogans, and many small pieces that help reinforce the desired thoughts that the company wants to be associated with. 
To simplify for you what the effect of 'branding' is, think of your mother. Do you see her in your mind now? I do not have to say anything else besides 'mom.' Your mind immediately opened up a huge file of memories. Your mother has been 'branded' in your mind as a result of experiences with her on many many levels. Are you still thinking of her....? 
A branded business has the same effect. For instance: Nike, McDonalds, Apple, Coke, generic groceries, Kleenex.... You see? The mention of the name evokes a huge internal file of experiences. Notice how they override your thoughts about mom? 
If I say, "JUST DO IT," who do you think of? did you need to see the logo in order to make sure? Nope. 
Does branding need to be this involved? Not always. But any variation from this needs to still reflect and be built towards the same goal. Branding has many pieces, and they all need to be aimed at that 'mental file folder' in the consumer's head. Brand management is the process of making sure that: a. the branding plan is always consistent, b. the company is not messing up the reputation with deviant behavior. c. if the industry changes, the company needs to adjust and possible 'reinvent' itself. 
More than anything, I begin this list with branding, because there are a lot of small boutique design groups out there that say that they provide branding. At best, they create pieces to the branding puzzle. As you can see from above, unless what they offer is building towards the prior description, they ARE NOT doing branding. 

2. IDENTITY DESIGN

This is the category that most design agencies or studios work within. An identity is a visual representation of the brand. The more consistent the identity, the easier it is for a business to brand itself. 
An identity is typically represented in (but not limited to) the following way: 
• Logo •web site design •letterhead •business cards •envelopes •Facebook banners, tabs, images •Twitter background • packaging •advertising... 

A good identity is a smart design; consistent and the same on all levels. It is a SINGLE message. Your logo, colors, slogans, etc are all going to be the same on everything your business sends out. Many small businesses have three or four different visuals for what they produce. Mostly due to having many good ideas and not being able to settle on one. 

IDENTITY DESIGN IS NOT BRANDING, IT IS ONE ASPECT OF THE ENTIRE BRANDING PUZZLE. IF SOMEONE TELLS YOU THEY DO BRANDING, AND ALL YOU GET FOR YOUR MONEY IS A LOGO AND STATIONERY, THEY ARE EITHER LYING OR UNEDUCATED IN BRANDING. 

3. LOGOS

We are human and we think in images. Don't believe me? Elephant. Car. House. Donald Trump's Hair. Toenails. See, your mind was under my control there for a moment. Logos are visual representations of the business. They are important because in one set of visuals (typography, symbols, or both) they need to communicate to the viewer the values, reputation, and professionalism of the business. A good designer can find that single germane meaning within a business and represent it in a graphical process. Your logo can say to the world: 
a. Hi, I may be a great product or service, but my design is amateurish, so I'm really just a low tiered mom & pop shop. I'm so small in fact, that I might not really exist... 
b. You have no idea how big I am or what I am limited to, you will be wasting time and money anywhere else. Notice how all my competition looks the same, but I stand out? 

A great logo is an asset all to itself. It becomes the focal point of a brand. Cheap logos are worth every penny. They say to the world 'CHEAPSKATE.' A logo is also NOT BRANDING. A logo becomes part of the brand based on the success of a well executed (or huge failure) branding project. 

When you consult with a designer, make sure they understand these differences. There is room for variation on these points, but the meaning should remain the same. 

Also, don't be a cheapskate, if you want excellence and professionalism, pay for it. Your new logo and identity could truly make a huge difference to you and your bottom line. Make sure you hire a pro and you will be treated like a pro. 

Enjoy the following links, and thank you for reading. 

So long and thanks for all the Bananas

Begining on New Years Day, 2013....

The once notable icon of Big Red Ape has gone into retirement.
I was happy to note that many people seemed put off at first, mostly because they mentioned how much they liked the art. But times change and a smart business will also change when the time comes.

I created this in a flurry of genius back in the year 2000 A.D. I was a clock puncher at the time, and had visions of self employment one day. This little logo lasted me 12 solid years, not bad for a designer.

My Ape logo and ensuing social personality provided me a memorable place to wave my flag from and grow my freelance business from. It was cute, well designed, and ubiquitous. For a part time life of getting extra work in, this was more than sufficient.

Enter 2009... I was the Senior Illustrator at The Arizona Republic at the time. As most of you know, traditional media's profits were more than circling the drain of obscurity. In July of that year, I was unhired and set free.

It was the catalyst that allowed me the opportunity to buckle down and get serious about being solo. Best of all, it was the worst economy America had seen, and I had no choice but to forge ahead.

In 2011, I finally put my chips on the table and committed to becoming and Anchor company at Gangplank in Chandler, Arizona. Big Red Ape was welcomed into the worlds most unique group of entrepreneurs and innovators. I also began to frequent a number of Small Business Networking groups to finally go from freelancer to deliberate job hunter.

Along the way, I was blessed to meet some amazing people and help design agency level identities for small companies that could never otherwise afford it. I also became very close with real industry mavericks and visionaries that really opened my eyes. Thanks to people like Jeff Fagin, Gia heller, Vince Costa, Ely Delany, and many others, I took much bigger steps than I would have ever taken on my own.

Enter 2012. My instincts and subconscious are really digging at me. Thanks to the generous time and input of those I respect and call friends, the problem became clear.

The Big Red Ape is now a liability to me moving forward. At 41 years of age, it was time to stop having a cartoon represent me. It was time to pull together the vast and varied skills and paths I walked on to numerous industries, and finally be myself.

So on New Years Eve, I went live with ME....

Lederman Studio.



Please be my guest and see a little of what's ahead. I welcome you to join me and stay tuned.

I will be making a regular point of blogging the kinds of things that interest me, and sharing my progress along the way.

Thanks for reading...

Hugs and Corndogs,

Jeremie Lederman