CASE STUDY
Stan Fong is a California-based amateur photographer with a keen interest in landscape, portrait and railroad photography. He needed a logo to use as a copyright watermark on his photographs and in other identity applications such as website and business cards. Our initial approach was to design a logo that would incorporate the client’s name with a camera icon.
While sketching out conceptual ideas for Stan’s logo, we noticed that the curvature of a handwritten capital “S” could mimic the shape of a camera’s cable release. Further refinement of this idea gave way to using the geometric shape of an “F” to form the body of the camera.
Color selection was a snap: the retro-looking fonts begged for a mid-century aqua.
For the typography, Impala Script and Copperplate Light were chosen – two lettering styles deconstructed to create the logo’s “S” and “F” initials — that visually conveyed Stan’s unique personality and the timelessness of his photography.
Color selection was a snap: the retro-looking fonts begged for a mid-century aqua. Final artwork was prepared in white for use as a watermark, in color for print and online applications, along with a usage guideline sheet for identity support.
