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Familiar Friends

Terry Heckler’s work is everywhere. Literally.

terryheckler_236x236.jpgThe 1964 graduate of the College of Fine Arts was first employed as a perception research analyst in the computer graphics division of the Boeing Co. in Seattle. From 1968 to 1970, he was the art director for Seattle Magazine. Heckler then founded Heckler Bowker and later Heckler Associates, which he grew into a world-renowned branding and name development firm.

In fact, his firm is responsible for building some of the most recognizable brands in American business: Starbucks, K2 skis and snowboards, Redhook Brewing, Panera Bread, Cinnabon, New Balance and JanSport backpacks and bags.

Terry Heckler grew up in Windber, a small mining town in Western Pennsylvania. He played quarterback for the Windber Ramblers and accepted a football scholarship to Carnegie Mellon University. He was first-team quarterback for three years at CMU and was the seventh-ranked punter in the nation his senior year.

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It's a warm, comfortable feeling of familiarity when I see a brand signature I've designed. It's like seeing someone or something you know very well.

starbucks-brand.jpgHeckler is renowned for his expertise in nomenclature, naming such well-known entities as Starbucks, Encarta, Cinnabon, Visio, Coinstar, Onvia, Premera, Sage, T9, Qdoba, Farron Ridge, Montrail, Soundbridge, Farestart, Trupanion, Maveron, Suncadia, Islandwood, Teragren, Palisade and Panera.

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Hey, stop a moment and look around at your fellow students. In the near future these will be global business and government leaders, designers of new systems and products that will change the life of millions, artists in all fields that will shift cultural thinking and people that will fly into outer space.

— Heckler’s advice to himself as a student

Heckler regards his educational experience at Carnegie Mellon as life-formative, mainly due to the multi-disciplinary environment. And he says a football scholarship made it all possible for him, in conjunction with being able to participate in a painting and design summer course offered to high school juniors.