Aaron Lindberg Photography Logo Critique

Aaron submitted this logo for his work as a photographer. He included the following commentary with his submission,

“I decided to revamp my logo and wanted to get some feedback from the new look. I plan on using the logo with and without the url at the bottom of the page.”

The following critique is based on one designer’s opinion and experience. I always appreciate the readers thoughts as well. So, I’ll ask a question or two in the critique, please share your perspective in the comments at the end of this logo design critique.

Design Principals

I don’t know what the old logo looked like, but I think the new one has depth and perspective. It appears lively and dynamic. Are these traits the same traits you would use to describe yourself or your work as a photographer? If not, how do you see yourself and how do you want your clients to see you and your work? You may want to consider representing come of those traits in your logo.

The logo doesn’t say anything about you being a photographer, not even in your URL. Being that you’re using a monogram for your logo, it may be important to give some sort of visual cue as to what you do. Also the stroke thickness of the monogram inconsistent and doesn’t support the spacial perspective that you seem to be trying to create (specifically the bottom of the ‘L’). The choice to use all caps in conjunction with the typeface selection for your URL at the bottom of the logo make it hard to read, in my opinion.

Functionality / Versatility

The monogram style of the logo makes it versatile especially when the shadow is removed as I saw in one of your blog posts. However, using the monogram on it’s own could cause some recognition problems when not supported with text.

Does the Logo Work for the Audience?

You didn’t offer any information as to who you audience is or what type of clients you have/want. From what I could see on your website it looks like you do mainly lifestyle and fashion photography. I don’t think your logo is right for that audience, especially when considering fashion or high fashion. The logo appears dated already, and out of style. I get a little Star Trek feel from it. Often photographers use a camera or related equipment as icons in their logos. I’m not saying you have to do that, but I will say, it could help to clarify what you do right off the bat. This could make your logo more identifiable and therefore memorable.

Typography

The idea of a monogram could still work for your audience, but maybe a more luxurious typeface and perhaps a different monogram layout. Look at some of the well known and classic fashion brands out there. Use them for inspiration. Take note of the typefaces they use and what impression you get from them. Check out fashion brands like Louis Vutton, Hermes, Armani, etc if fashion is your main audience. Another direction to explore might be a more trendy look since fashion is all about trends. A handwritten or modern sans serif typeface may be good choice for a more trendy look.

Possible Improvements

Designing a logo for yourself or own business is one of the hardest logo designs you’ll ever work on. So what is the best way to improve the logo? Well I think have made some comments above that can certainly offer some direction. Here’s a list of actionable items.

Overall, I think you have a good start on the logo design. And with some refinement you can definitely improve it. Please know that my intention in critiquing your work is not to hurt feelings, but to offer constructive feedback. I hope it was helpful. Best of luck, to you!

I appreciate and welcome your comments, and look forward to hearing from you soon. I purposely don’t cover every possible improvement that can be made to this logo, so go for it if you think I missed anything. All I ask is that you keep your comments clean and appropriate.

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