Jim Cruickshank

Jim Cruickshank had an eye for design! While a proud member of the Fender guitar team, Jim designed many of the most memorable trade show displays for the company, including the 14-foot neck and headstock. Jim also worked on many of the company’s best known marketing graphics and even redesigned the company logo. When he was approached to add a bit of a splash to the logo, which was really just the name of the company in silver letters, Jim took on the task. He worked on several ideas but liked the simple flare he added to the first letter, a “fish tail” on the letter “F,” which was embraced by Leo Fender. The logo was then changed.