Some client work on the blog today with a sans-serif, type-based logo design for Kent-based photographer Paul Fuller

With any new creative venture, it can take a little time to discover and establish a style you feel represents you. Paul Fuller got in touch having decided the logo he currently had no longer complemented the direction he was taking his photography business. A quick Pinterest exercise quickly established where Paul’s visual taste was headed, and we set about coming up with something that better reflected his style.

Paul wanted a classic, clean and contemporary wordmark, keeping to a sans-serif font. The main text was set in “Alpine” – a modern sans-serif with some subtle, rune-inspired alternates to give a little extra visual interest. Balance and weighting is important with a logo like this, so the horizontal rule tapers slightly each end to add extra weight to the centre of the image.

Additional versions of the logo were created with a distressed finish, along with a simplified watermark and die-stamp version (not pictured here). Take a look at the finished product below…


Design: Swash and Fold

Fonts: Trend Sans One (Latinotype), Alpine (Maarten van ‘t Wout), Gotham (Hoefler & Frere-Jones)