Following feedback I felt changes needed to be made to the logotype. One issue which I've had to bear in mind when considering my identity is my namesake who is also a designer, a very famous designer. Tom Dixon, OBE is a British designer and is currently the creative director of the brand 'Tom Dixon' who specialise in Lighting, Furniture and Accessories. When I approached my identity I knew that I had be cautious of not linking myself to his identity, I cast the name association aside. In turn focusing on my own identity, however in the scope of a designer my identity bears too much similarity to his. Both are simple logotypes with geometric sans which simply link my identity to his. Feedback on this issue has been mixed, with peers believing that I should 'own it' and not worry about having a similar logo. For some people they were unfamiliar with the famous designer so felt no reason to change mine. Nevertheless, I had to imagine my identity in the eyes of who I will be contacting and studios I want to align myself too. Without doubt everyone in the creative industries knows who Tom Dixon is, so they'll instantly link my identity to his.
Therefore, I needed a way of showcasing myself as Tom Dixon but stepping away from my namesake. Initial ideas were to include my middle name or to run with Thomas Dixon, but I don't go by Thomas and my middle name would create a longwinded name. In the end after discussion with peers and tutors I decided upon going by 't.dixon' with Tom Dixon being on the back of my card in body copy for example. Its a simple change but one that I hope will make a huge difference when establishing myself in the creative industries.
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