Some time ago, I designed a hand-lettered wordmark that acted as a personal logo and also a signature she could put in the corner of her photos because the slight angle the logo sat on balanced nicely with the edges.
With the revamp of her website and her branding, the angled logo was no longer applicable, so a centered and more equally balanced logo was needed.
Another necessity was that parts of the new logo could be brought together to create a simpler and less-detailed monogram that could be used as a signature on Asia’s photographs.
With these considerations in mind, I set out to design a logo unique to PhotobyJoy that worked well aligned horizontally.
While seemingly beautiful, this version lacked the contrast as the brief suggested, so I moved forward to create a serif type balancing with a hand-drawn style.
The logo can also stack on each other to fit into narrower spaces such as the common square of a profile photo.
And lastly, when the P and the J come together to form a monogram, the contrast between the serif and the script can still be seen so that there is consistency when the logo is both collapsed and expanded.
A custom serif type unique to the Joy brand comes together with a script style to show the sides of both documentary and artistic; this creates a logotype that can be easily applied onto any medium through its ability to stack or collapse into a monogram.