in the seventies I made stationery with my logo (see under this, left). Drawn logo's also started to appear in my diary and sketchbooks. They evaluated into drawn signatures and initials.
In 1987 I started to think seriously about selling paintings and drawings;
I would have to organise exhibitions complete with a vernissage/opening. I clustered my activities in a one-man-company under the name "Sjaak van der Leden: letter, deco & expo".
To develop a recognizable identity I needed a logo. Now I had to design one on the basis of free-hand-drawn logo's I was already using and a painted one in oil on canvas (photo: Eprave, Belgium, 1989).
The first formalised logo appeared on the visiting card, that was printed for me in 1985.
De charming thing about a drawn logo is, that you can adapt it to the occasion for which it was made, experimenting in the layout.
From November 1997 on I used the computer to make a "cliché": with the inspiration on hand drawn logo's I stylized the form and shape. With this new electronic tool I could play with the shape very easily. I could turn it around its ax and remove not essential parts. A logo has to be simple. The form that was left over (in light-blue, see under; the fifth drawing from the left) could be modified by drawing a new tag.
With this tag (third from the right in the range above) I could start working; stylise and adding color.
Making my first templates for writing paper, invoice, photo stickers and the like I used this simple logo.
5 years later I felt the need to make my logo more sophisticated and added depth and shadow.
When I also started selling photo's en photoreports the name of my small business became: "Sjaak van der Leden: letter, deco, expo & photo", the name I inscribed in the registers of Chamber of Commerce (KvK) in Amsterdam.
Some of the experimental versions of the logo; the one on the right I am still using on photo-stickers, invoices, writing paper, labels etc.
In 2012 I developed a logo in digital form to use online, mainly for my website.
My stylized written name: Sjaak van der Leden got a companion: sjaakled, in 2014. I used it in the development of this english version of my website. See the home page.