ROG & ABE PHOTOGRAPHY
Rog came to me looking for a rebrand for his photography business, based out of Los Angeles, CA. Focusing on wedding, engagement, and portrait photography, Rog was looking for something that was "cheerful", "bold", and "friendly", and had an outdoor/nature element intertwined. With this logo rebrand, it was important to have something that was structured and professional, but also inviting. To achieve the desired look, I went with a bold, hand-lettered font for "ROG" and "ABE", and a "messy" hand-lettered font for "photography". For the nature element, I went with a clean, single-line mountain and sun illustration. The clean illustration, in addition to the bold and hand-drawn style of lettering, brought all the desired elements together. But the most important part of logo design is the in-depth theory behind the placement of the different elements.
Residing in Los Angeles. CA, I wanted to make a logo that was completely unique and immersive to ROG & ABE PHOTOGRAPHY. The logo is designed based off of the angles of the sun on the solstices' and equinoxes' from their longitude and latitude in Los Angeles. To expand on that: the 'R' in ROG and "E" in ABE are on the 32.5 degree axis from the center of the logo, which is the angle of the sun during the summer and winter solstice in L.A. And the "SUN" in the logo is on the 56 degree axis from the center of the logo, which is the angle of the sun during the spring and fall equinox in L.A. Using these angles not only helps make the logo symmetrical, but very personalized as well.
A sub-mark was another part of the rebrand, to be used as a simplified logo variation. For this, I used the major elements from the main logo: initials, mountain, and sun. Although the mountain and sun are separate, the whole structure has enough similarities to the main logo, that a strong association is still kept. And the logotype is simply the lettering portion of the logo, to be used for various branding application.
The final piece to this rebrand was the need for web elements to use for such applications as page headers and blog sections. These were all requested to be outdoor/nature related elements, so I designed many native and iconic Californian plant and tree illustrations, such as the 'joshua tree' and 'coastal redwood', along with outdoor scenes associated with the California coast, such as waves, sunsets, and mountains.