A business without a great logo is like a ship without a sail. People quickly assume a great deal of information about a company simply by their logo art. This is quickly proven when you look at some of the selections I was presented by my graphic designer. While many of these are great and I can appreciate the art of the designs, they just didn’t feel like me. Look within yourself as you view these and listen to what that inner voice says…I know it sounds insanely silly, but each letter, color and design of these logos brings up emotions and judgements.
My business has transitioned through 3 different logos over the past 15 years. For the last 5 years, I’ve simply used the “Inspired Storytelling” tag line to describe my wedding photography. It’s a simple font that I’ve modified to suit my tastes. Since I also work in commercial advertising, I felt it was time to invest in a new logo that reflects my business.
These are the final logo choices, after 3 rounds of designs. As you can see, the choice was difficult. I sent these to friends, family and clients to see what they thought and my hope was that one of these designs would rise to the top. Unfortunately, I quickly discovered that everyone liked different designs for different reasons. And it was even more interesting to discover what they felt when they wrote about their choice.
In the end, my designer presented me with a logo that was completely different than anything we’d been working on up to that point. The first time I saw it, I knew it was me. I quickly identified with this logo. My girls told me it was perfect because my favorite colors are black and white. This started with my oldest, since I used to spend so much time in the darkroom printing my black and white images. This love of black and white continues with my digital work. My wife said it was perfect because there is no grey with me, everything is black and white. That raised an eyebrow.
So, here is the final logo that I selected and will slowly incorporate into every aspect of my business. This will become my corporate identity. What do you think?
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