Founder of Leader Creative
Over a thirty-year career in corporate identity, Lindon has earned significant recognition worldwide, testimony to the merit of his two-word design philosophy: simplicity and clarity. His work has appeared in numerous publications and his FedEx logo was cited by Rolling Stone magazine’s twenty-fifth anniversary issue as one of the eight best American identities of the preceding twenty-five years. Lindon’s comprehensive strategic branding and identity design program for São Paulo’s Banco Bradesco has assisted the bank in gaining recognition in 2014 as one of the top ten most valuable brands in all of Latin America. Since 2001, Lindon has built a successful strategic design consultancy, Leader Creative, in Park City, Utah where he continues to serve the branding needs of clients around the world. In April 2014, Lindon was an honoree at the 5th Annual Tribeca Disruptive Innovation Awards in New York City. He has also been named a Fellow of the Disruptor Foundation. Previously, Lindon served as executive creative director for Addison and senior design director for Landor Associates. After receiving degrees in Political Science from Stanford University and Advertising Design from the Art Center College of Design, Lindon began his career with the legendary designer Saul Bass.
On Innovation Navigation, Lindon Leader first explained how he got into the advertising and logo design business. He then went on to talk about his creative process, which is always very client-dependent. Lindon Leader told the story of the creation of the Fed-Ex rebranding. Leader Creative performs research, market analyses, and management interviews to get a rounded idea of the company’s strategic marketing objectives, and they work to develop a logo for each client. A logo should be a company’s signature: “a sense of the company and its endeavor.”
