From Lo-no to Lo-go

Over the years, I have gone through about 1billion logos, some ok, some fairly awful and down down right questionable. Im going to put it down do being a creative and always wanting to mix things up.

Ive recently been reading This Is Marketing by Seth Godin, incredible book, I would recommend to any entrepreneur. But one thing mentioned was create a solid logo and stick with it. So despite only recently changing my logo, I put a bit more time into it and did it to fit my business structure.
So heres the breakdown….

I want to offer a solid platform, and a key message. Deciding to focus 95% of my time on music photography, I need to have a logo which subliminally portrays the professionalism of my services. Ive spent plenty of time understanding the meaning of elements and here is why I have gone for a square/ block style for what should hopefully be my last ever logo.

Squares and rectangles are both very familiar shapes, we see them everywhere, so we trust them, if I start throwing mad shapes all over the place, it creates an inconsistent feel. If i’m seen as inconsistent, it also means i’m also seen as unreliable. So from logo to image delivery I will always be a straight lined, right angled square.

I want to inspire this trust, strength and consistency to all my clients. But as well as this, I had to consider a logo suitable for image watermarks, but also digital motion for my video work. So after having a play, I commissioned an expert to create an animated logo for me, which guess what, cost pennies on

Along with the above, I want the majority of my work to be in the music industry, so a logo that fits that market is important. I originally had a signature logo, which was great for wedding photography, but for myself, I didnt feel it worked for my business structure (thats not to say it doesn’t work for others, just look at Warren Millar’s, it really works).
Leading on from that, aesthetics are always important, the logo started as an 11 x 11 square grid. Horizontal and vertical lines were equally spread and from there each individual white block was places to create the outer box, the ‘A’ and the ‘T’.
Anyway, I’ve probably bored your with all the nerdy bits. Welcome to my new logo.

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