Design process and evolution of the brand mark...
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Renowned photographer Tiffany Lue-Yen, approached me several years ago to help her establish a visual identity for herself as a freelance photographer. Having always been a fan of her work, I jumped at the opportunity.
The challenge from day one was to effectively communicate her personality in a way that didn't take away from the perceived and actual quality of her work.
(I'm gonna apologise now for not having the initial sketches and brainstorming notes to include here. Unfortunately I've moved several times since they were done, and I can't seem to find them. I think those little gnomes stole them... you know, those same ones that always steal your socks)
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Renowned photographer Tiffany Lue-Yen, approached me several years ago to help her establish a visual identity for herself as a freelance photographer. Having always been a fan of her work, I jumped at the opportunity.
The challenge from day one was to effectively communicate her personality in a way that didn't take away from the perceived and actual quality of her work.
(I'm gonna apologise now for not having the initial sketches and brainstorming notes to include here. Unfortunately I've moved several times since they were done, and I can't seem to find them. I think those little gnomes stole them... you know, those same ones that always steal your socks)
She wanted a mark unique to her, which communicated a balance of "whimsical", "friendly", "elegant", and "professional".
We settled on a concept in which her initials were stylized to form an abstract outline of a camera.
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We settled on a concept in which her initials were stylized to form an abstract outline of a camera.
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The decision was made to go with the design as initially conceptualized, and return to the drawing board in 9 - 18 months and re-examine the mark along with her career development up to that point. From this we'd decide how to best amend her brandmark (if needed) to match with the changing direction and development of her style and vision, and by extension, her career.
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We decided a further treatment of the brand mark was the way to go, so I went back to the drawing board. AIM: Grow the brand mark to now more adequately match the growth and added elegance/professionalism of the photographer herself.
I revised the camera graphic with a more stylized treatment and included a bit more detail.
I also decided a change of font was necessary to capture the value added elegance of her evolving style. Additionally, while still maintaining her base in commercial, fashion, and architectural photography, she had shifted her primary focus to wedding and portraiture photography. With that, I felt the logo definitely needed to communicate more class than it previously did, while still being "approachable" and friendly.
We also discussed the need to have several colour variations to use for watermarking individual pictures, so depending on the dominant hue/colour of the picture, she would have an appropriate watermark to use that would still stand out in the image. I went a step further and included a stacked layout option of the logo... just in case (or maybe I just got carried away... who knows?)
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We decided a further treatment of the brand mark was the way to go, so I went back to the drawing board. AIM: Grow the brand mark to now more adequately match the growth and added elegance/professionalism of the photographer herself.
I revised the camera graphic with a more stylized treatment and included a bit more detail.
I also decided a change of font was necessary to capture the value added elegance of her evolving style. Additionally, while still maintaining her base in commercial, fashion, and architectural photography, she had shifted her primary focus to wedding and portraiture photography. With that, I felt the logo definitely needed to communicate more class than it previously did, while still being "approachable" and friendly.
We also discussed the need to have several colour variations to use for watermarking individual pictures, so depending on the dominant hue/colour of the picture, she would have an appropriate watermark to use that would still stand out in the image. I went a step further and included a stacked layout option of the logo... just in case (or maybe I just got carried away... who knows?)
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ALTERNATIVE VARIATIONS
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WHITE ALTERNATIVES
WHITE ALTERNATIVES
BLACK ALTERNTIVES
The Brand....
Tiffany Lue-Yen Photography.
