Yesterday I had a structural carpenter come out to our house to look at a small issue we needed taking care of. This guy came highly recommended, and I couldn't have been more impressed. He's apparently the go-to guy in this area for this type of work, and it was clear he knew what he was talking about.
Then he handed me his card, and I was taken aback by the seemingly juvenile stick figure drawing. I'm used to seeing poorly designed business cards and in this day and age, and I actually I think they are far less important then they used to. (For the community in which this guy works, I think his Facebook page probably gets him far more work than his business card.) But still, I kept thinking that this guy needs a better calling card. Literally.
Then I showed it to my wife (who knows a thing or two about design and marketing), and this was her response:
"Doesn't it tell you exactly what he does?"
I had no argument. And instantly, this juvenile stick figure drawing (maybe it actually was drawn by his kid which would be adorable) on the business card of a very successful expert has become one of my favorite examples of effective simplicity.
In just a few pen strokes, here's a visual story that says: "I reinforce and make houses structurally sound."
But it probably wouldn't be a good card for a professional illustrator...