Photographer Danny North hired AoC to breathe some new life into his brand by creating a new logo and type/colour guidelines. Danny is most well known for his live music photography however I felt it important that the branding avoid any obvious ‘rock’ or music visuals so as not to pigeonhole Danny’s talents. It was also key that the branding not compete with the exciting visuals he captures in his work, so we opted for neutral greys allowing for the character of his work to take prominence.
Danny wanted to avoid the obvious ‘camera icon’ as is often seen with photography branding and this lead to the idea of playing on the surname North — Danny is most certainly a Northern lad if ever you met one, so I felt this avenue tied the brand name to his personality. After trying various ideas, I created the simple ‘compass arrow’ motif around the O of North. The straight strokes of the N and R form the edges of a camera, creating a very subtle effect.
The businesscards are letterpress printed on 540gsm stock; the logomark is blind embossed with a very slight tint to help draw attention to the impression.