Identity Design Process for Butterfield PhotographyPosted on 30
I’ve recently finished designing the identity for ‘Butterfield Photography’, a photography duo based in Southern Arizona, USA. In this article I share with you a bit about the process & decisions made while working around the constraints of this particular project.
Butterfield Photography is run by Maria and Robert Butterfeild, who both focus on two different areas of photography – wedding / family photography and commerical / sport photography.
Below you can see the old and new Butterfield Photography logos.
Without going into too much detail, these were the constraints I had to work within.
- The logo design had to be elegant & sophisticated yet not too feminine (ie. had to be usable for both weddings, commercial & sport photography)
- The logo had to portray a natural, warm, friendly yet sophisticated style.
- The logo had to be be usable across a broad range of businesses (ie. the logo still could be usable for a construction business) and could have no association with photography.
- The logo had to work in one colour only as the logo had to be able to be used across a variety of applications such as clothing, vehicles, cameras, etc.
Below you can see the very first stage of my very messy creative process – that of mindmapping and brainstorming. There were many more pages of these sketches however I thought it best to save your eyes.
Minimalism: To work around these constraints mentioned above I decided to go for a very minimalist approach to reflect both elegance and sophistication. This would allow for the identity to be versatile and reflect those values stated above. I used the typeface ‘Gill Sans Light‘ to support these values.
Colour: The particular orange colour used in the Butterfield identity is fresh & vibrant and evokes Maria and Robert’s style of photography… natural. The colour is not too bright, nor too dull which allows it to give off an aura of warmth and friendliness. Do you know your colour theory?
Concept: After many sketches, concepts and experimentations I came down to the concept of using a burst of lines radiating out from the initials BP. Although this is entirely up to the perspective of the viewer, one could see the mark as a sun, a flower, a camera flash, a face, a camera lens, a light, etc. but what ever way one sees it, in the end, the mark still communicates a feeling of warmth, radiance and friendliness.
Pitching a minimalist design to a client is quite a hard task, so it is best to show the logo in context. This may mean you will have to mockup some examples of letterhead, websites, etc.
After sending through the first PDF, Robert replied:
“I really liked the logo from the first time I saw it, simple (which is exactly what I was looking for), easily reproduced for embossing, stamping, embroidering etc. You nailed it right out of the gate:. GREAT JOB!!!”
The hard work paid off and no more revisions were made. It is important to note that you should only pitch your best logo design concepts.
Below you can see the identity system in use.
Website Mockup (used when presenting the logo)
Mockup of fictional business (shows adaptability of logo)
The logo was also applied to a racecar of which you can see some of the pictures below.
To be honest I was a bit disappointed to see the logo at such a small size and also to see the grey colour of ‘Butterfield’ changed to a dark orange (see second picture above) as the text loses contrast against the blue, however thankfully the owner of the racecar also agreed about this and they removed the stickers and reapplied them at a much larger size (see the last picture above) which I think looks much better. Maria also told me that the car came first place too which was great news!
The logo will also be appearing on a variety of other products of which I will upload when I get the pictures.
Below you can find the official testimonial from Maria Butterfield. You can read more of my client’s testimonials here.
We hired Jacob to design our new business logo and were beyond pleased with his professionalism and creativity. He took our ideas and needs and transformed them into a logo that reflected all of our desires. We were particularly impressed with the thoroughness in the questions he asked us concerning our wants and needs. Jacob exceeded all of our expectations! We have no hesitation in recommending him to anyone looking for branding that will truly reflect who they are.
- Maria Butterfield
There has also been great feedback from the followers of Maria’s blog:
I’m loving your new look Maria! So clean and fresh. Looking good. :)
I’m loving the new look! Very modern. :)
Comments from my readers are always appreciated too – thanks for reading!
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