OVERVIEW

To The Heart Photography is a project of Andreas D'Hollandere, a photographer who tries to portrait the soul of the person in an image. Pure, natural and personal. He only uses natural available light for his photos. You can have a look at his work on his personal website or Facebook page.

To accompany the relaunch of his website, Andreas contacted me to create a brand identity with the goal of representing his photography brand. The project included logotype, icon mark and business cards.

take-off

Early on, we discussed in depth the nature of To The Heart Photography and the goals we wanted to achieve with the logotype. The analysis gave us both clear understanding what are the core values of him as a photographer and how the new identity should be perceived.

It was apparent that the most important quality of the logo should be the sense of personal approach and intimate feel.

form exploration

The first developed sketches featured a mono-weight lettering style that were mainly exploring the possibilities of connections between different letterforms. I worked on creating a natural flow and balance throughout the letterforms. With the overall direction down, I focused on the legibility to make sure the lettering is easy to read and no one letter could be confused for another. It was also necessary to acknowledge the fact that the logo would also be used as a watermark, so it was extremely critical for it to work well in a very small size.

DIGITAL VERSION

From there, the logo was vectorised for refinement. The sketch was scanned and the components built up in Adobe Illustrator using pen tool. Several versions of connections and flourishes were tested and printed out. After numerous revisions of finding the most legible and effective solution we agreed on a more straightforward approach with minimal flourishing that featured a small heart symbol in the letter 'H' to give a stronger connection with the name of the brand.

The Result

The business cards were printed using the services of MOO - an award-winning print and design company specialising in premium business stationery and promotional materials. The business cards were printed on their MOO Luxe 600gsm Mohawk Superfine paper in 65mm x 65mm format. There were also 22mm x 22mm stickers printed in addition to the business cards.