THE BROCK TALK

Brock Sheridan

Editor-in-Chief Florida Equine Communications JOHN D. FILER PHOTO Greatness is measured in so many different Horse, he held the same title and his work was seen in Wire to Wire, ways for so many different professions. Great athletes are measured Wire to Wire.Auction and Horse Capital Digest. in record books, great presidents and world leaders are defined in He also produced the creative brand of The Florida Thorhistory books and great executives in financial oughbred Breeders’ and Owners’ Association books and product catalogs. from his distinguished logo design to his artistic

John Filer, whose greatness is immortalized production of unlimited collateral including, in magazines, passed away suddenly on Feb. 8. brochures, pamphlets, awards and gala pro-

John was the longtime art director at grams and materials used for everything from Florida Equine Communications, joining The education and membership to legislative and Florida Horse in November of 2006. Before com- lobbying. ing to Florida, John had also been the art direc- He was the ultimate team member who would tor at The Thoroughbred Times and at BloodHorse work long into the night to meet a deadline or creLLC, with both The BloodHorse and The Horse ate that special graphic detail that was at the same magazines. time invisible, beautiful and invariable. His knowl-

He was an award-winning artist with all edge and professionalism were immeasurable. He three companies, recognized with dozens of was a slow walker, a slow talker but a fast worker. awards presented by American Horse Publica- He loved his wife Mary, sons Seth and Graham, tions, media associations and societies for his his family pets and of course, the Kentucky Wildoriginal magazine covers, advertisement de- cats. He is remembered by his longtime friends and signs and article layouts. His work could make co-workers in Florida, Kentucky and elsewhere for a horse photo jump off of the page and into his love of the Florida beaches, imported beer exyour imagination and pleasantly escort you through the words and change parties and for his enthusiastic enjoyment and fun that emsentences of any article or story. He made champions appear more anated as much from his personality as it did from his unique style grand and could also help your eyes and mind navigate the statistics of illustrations and cartoons. and lists of the most mundane agate. We miss you John. Thank you for the gifts that you left to all of us in At Florida Equine Communi- the magazines on our shelves and cations, in addition to him being in the volumes of memories of the art director of The Florida your friendship and love.

They say a picture is worth a thousand words. But on this rare occasion, just a picture won’t do. Florida Equine Communications lost a good one when its art director John Filer passed away not too long ago.

As an artist who does a lot of magazine work, it is truly a gift to have trust and complete confidence in an art director – which I had in John. He had a deft touch. The experience and talent of knowing when to add, change or adjust things to a piece of art when needed and when to simply leave well enough alone. Little details like layout design, color matching and layering can add depth and focus to an image that sometimes even the artist (me) might have missed.

An illustration, photo or other graphic is, essentially, a tool used to help bring the reader in… to entice you into picking up the magazine, turning the page and investing valuable time to read what’s inside. Don’t believe me? Then, imagine the Saturday Evening Post without Norman Rockwell.

So, in John’s honor, here are a few “before” and “after” examples of my favorite covers on which John and I collaborated over the years. To me they picture the important and sometimes overlooked work that John Filer did every day, without the 1,000 words.

He will be missed. –Remi Bellocq