Brief 13:
Luke Beevers Photography
Nathan Bolton
Luke Beevers Photography
Luke Beevers Photography: Brief Overview Brief
Concept
Audience
Create a brand / identity for professional photographer Luke Beevers. The identity must be adaptable, so that it can work over print and web, also so it can be applied to various formats. Within the identity there must be a signature mark, which can be used on the photographers photographs.
The concept of the branding is to use the photographers initials to build up the identity and logo. Taking on board the areas that he works within the logo will be relevant to this, but also take into consideration his own interests and aspirations.
The audience will be the areas of work in which the photographer work in - music, lifestyle & culture and clothing apparel.
The branding should work as a complete set of stationery and represent the photographer for who he is and the style of photography he works within.
Working with black, white and greyscale the identity will work around the idea of purity, as photography is seen as a pure and simplistic art form. The use of black and white in the identity will also allow it to work alongside the photographs as this won’t interfere with any of the colours. It will still be bold and stand out against any photograph it is used within.
Tone of Voice A professional tone of voice. The branding will reflect the photographer - through using the photographers field area’s the branding will take on the relevant aesthetic and appeal to that audience.
Background Information
Purpose
Deliverables
Luke Beevers is a student photographer – soon to be a graduate. He works on photo shoots, both in set and on location, within mainly the music and lifestyle & culture industry.
The purpose of this brief for me is to work on a branding project that is for a live client, giving me experience of working for somebody else, and also working on a subject area that I wouldn’t normally choose - challenging myself.
1. Brand / Identity 2. Brand Guidelines 3. Branded Stationery
For the audience the purpose of the branding will be to inform them of the photographer, what he is about and the type of photography work he carries out. It will make the photographer have a professional aesthetic and be seen as more commercial and reliable.
Nathan Bolton
Luke Beevers Photography | 01
Logo Research Receiving visual research from the photographer gave me an insight into the style and aesthetic that he wanted for his own identity. Using the research I could create some quick visuals to give him an idea of what could be created, this made it easier when designing the identity digitally. Carrying out my own research into further photography identities, helped me understand the branding and ientities of photographers and what I needed to include within the one I was creating.
Nathan Bolton
Luke Beevers Photography | 02
Branding Research Researching into photography branding was a good exerice to get a better understanding of how an identity has been applied to each of the products. Seeing existing photography branding has also given me some inspiration for creating the branding within this project. I can now use what I have collected as visuals to work alongside and refer to, so that I am designing something different and unique to the photograher.
Nathan Bolton
Luke Beevers Photography | 03
Development Using the provided visuals, development of the photographers identity started with looking at the form of the logo and the typefaces to be used within it. It was essential to go create a range of ideas, so I could get a better understanding of how the photographer wanted the identity to be designed.
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Nathan Bolton
Luke Beevers Photography | 04
Identity
The identity is black and white, with the use of grey if needed. This was decided because photography is pure and black and white depicts this. Also using black and white won’t take anything away from the photographers photos when the branding is placed on the photographs, it means it will stand out against any colour within a photograph.
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Nathan Bolton
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The main part of the logo is the typography, which is created from the initials of his name. As he is a photographer that prodominatly works within the music scene, but also on location within arts & culture and clothing apparell the logo had to be relevant to this but also reflect him and his ambitions.
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The identity is made up of three logo’s. A primary logo - which has a filled and outline version and a signature mark. This gives the photographer options to use his branding across both print and web to create a consistent identity.
Luke Beevers Photography | 05
Application of Identity Depending on the colours of the photographs, the logo’s should be used in either black or white. The logo’s should be applied at 80% opacity, this makes the logo blend with the content of the photograph and sit better within the image. The signature mark is to be used throughout all photographs, this should be placed in the bottom right corner. It should be used in either black or white at an 80% opacity.
These two documents show how the identity of the photography should be applied to the printed stationery. Using these guidelines the photographer will have a strong brand and identity that is consistent across stationery and work produced.
Nathan Bolton
Luke Beevers Photography | 06
Brand Guidelines
The design of guidelines is kept simple and laid out within a column based grid, this makes it legible and easy to understand.
Brand guideline s
Primary Logo’s
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This also showed him the different elements that made up his branding and how each one should be used.
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Typeface s
Secondary Logo’s
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After creating the identity, I put together a brand guidelines so that the photographer had all the elements of his brand within one document.
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Signature Mark
Applicatio n
Nathan Bolton
Luke Beevers Photography | 07
Branded Stationery The branded stationery consists of letterhead, invoice, compliment slip and business card. These were the products which the photographer asked me to design. Applying the identity to the products came through the use of a 2:1 ration column grid within the A4 format. It was essential to keep these products very simple and legible, so that the photographers clients could understand and see the breakdown of money. By seperating the page down into clear sections, this made all the products very legible and easy to recognise each bit of information. On all products the details of the clients and job are in the left hand column. The main content area is the right hand column which displays the information for each of the relevant products. The photographers contact details are displayed along the bottom. This application works across all products and provides a structured and professional design to the branded stationery
Nathan Bolton
Luke Beevers Photography | 08
Individual Products Photographing the products in context show the application of the brand & identity and how it fits in with the photography world. Each product using the identity and applies it to that format in a tailored way. Keeping the 2:1 column ration consistent throughout all the products creates a range of products which are identifiable as his brand and unique to the photographer. The products are designed to the concept, with the idea of purity and the use of black and white, the simple and structured layout of the products work to this idea of purity, along with the use of white matte stock. The business cards are triplexed cards with black stock running through the middle, this ties in with the identity colour ways and makes them hold a professional aesthetic.
Nathan Bolton
Luke Beevers Photography | 09
Branded Digital Products The identity was designed to work over both print and digital products. The main digital products that the photographer will encounter is the web and digital devices that may be used to view his website, but also could be used to display his portfolio to potential clients. With this in mind, the range of logo’s designed within the identity all work with the content of the web and offer diversity within the photographers brand. As the logo’s are black and white, they can be displayed within the photographs as watermarks and still be very legible / visible to the audience. They also work well as a bold statement for the header of a website. With the black and white colour ways, it means the identity can be placed amongst a range of colours, offering the photographer more options when creating both portfolios and websites.
Nathan Bolton
Luke Beevers Photography | 10