You might not know BRAD BISHOP, but if you live in Dallas, you’ve likely seen his work. We caught up with the Lake Highlands resident just as he was hitching up his newly restored 1970s Oldsmobile 442 for a weekend car show in Dearborn, Mich. But his Oldsmobile obsession — which includes editing Journey With Olds, the Oldsmobile Association of America’s official publication — is just a hobby. His day job includes creating brands and graphics for national and local organizations, notably the Dallas Stars and the National Hockey League.
What is the most recognizable logo you’ve created?
During the NHL playoffs, fans likely saw our “Believe” logo all over T-shirts, banners, in-game messaging, newspaper ads and the Dallas Stars website.
The “Believe” logo looks strikingly similar to the NHL’s “Stanley Cup” logo.
Yes, that is because the National Hockey League is another one of our clients. The logo we did for the Stars combined the NHL’s Stanley Cup, the Stars logo and the mantra, “Believe.”
With your company, Torch Creative, do you create specifically for sports organizations, and if so, how did you land such a cool gig?
We actually have all sorts of clients. For example, we are working on branding for the City of Southlake and the Southlake Police Department. But we really enjoy doing athletic-based stuff. My business partner Mike Thurman and I were working together at an advertising agency when the New England Patriots came out with a new look, new brand, new logos, and we said to each other how cool it would be to work on something like that. We kept that in mind for several years until one day, we quit our jobs and headed, portfolios in hand, to New York City.
So it was easy going after that, huh?
(Laughs) No. It took years to actually find and talk to the right people. Finally things started falling into place and we got to know the NHL’s art director while he was laid off during an NHL lockout. When he returned to work, he helped bring us in. The work with the Stars came from an entirely different direction — a friend was roommates with the team’s marketing director. We also work closely with the NBA and Major League Soccer.
How are the perks — do you go to games for free?
We went to the Stars playoff games, and I probably could go anytime I call them up and ask. Even though I enjoy sports, though, I don’t have a lot of free time to go to games. I am a sports fan, but more than that, I think Mike and I are simply big fans of creating a look for something as a whole.
What (or who) else, aside from work and old Oldsmobiles, occupies your time?
My family — wife nd daughter Michaela, who is 7.