Aaron Lindberg Photography Logo Critique 8

May 05, 2009 / Erik Peterson

Categories: CritiquesOther

Aaron Lindberg Photography Logo Critique Logo

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.

Question for the readers

please respond in the comments below

Do you feel it’s important for Aaron’s logo to, in some way, represent the kind of work he does or wants to do?


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.

Question for the readers

please respond in the comments below

What would you recommend? How could the logo do a better job at fitting the kind of work Aaron does? (Aaron’s work)

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.

  1. Contemplate taking a step back and honestly assessing yourself and your business. If you haven't already, take some time to fill out a creative brief for your logo. This will help you to get your thoughts down on paper. From there you can take another look at your logo and see if it meets the key points you wrote down in the creative brief.
  2. If you decide to keep the logo as is, at least consider a more legible typeface for the URL.
  3. As another point of inspiration, check out this recent logo design process article by Jacob Cass for Butterfield Photography.

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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We enjoy your comments

8 Comments so far. Keep 'em Coming.


By Jim

05.05.2009 at 11:09 AM

Jim Profile Image

Any business card I get from a Photographer that has a camera as part of the logo would go straight to the trash. How incredibly mundane and expected. This is the same as a dentist with a toothbrush (or a tooth) as part of the logo - it’s just painfully overdone. It would really have to be stylized in some way that wasn’t so “clip-arty.”

I agree about the typeface and the “StarTrek” appearance. I’m not sure this is the best concept for a photographer - especially one in fashion.

The photographer should “trade” some photography work with a local designer to get a really nice identity package put together.


By Randy

05.05.2009 at 03:32 PM

Randy Profile Image

I am currently working on a logo for a photographer who has made it clear he wants some sort of aperture. I realize how cliché this sounds but with the right talent, and a ton of market research, some great fresh ideas can come out of this. I do however like the idea of a monogram. Perhaps a monogram with the word photography somewhere to accompany it.


By Mike Erickson

05.05.2009 at 11:06 PM

Mike Erickson Profile Image

When I first look at this monogram, I instantly relate to Hockey. The Right side L looks like a Hockey stick.


By Michelle Kinney

05.05.2009 at 11:20 PM

Michelle Kinney Profile Image

The spot under the logo where the website resides would be a great spot for the word Photographer or something similar.  While the idea of a camera or whatnot is overdone, its important to have some cue in case the logo is seen out of context by a possible client (i.e. on letterhead or an invoice as opposed to at the head of a portfolio).  If someone can’t tell what it is you do, you’ve lost any chance that they’ll inquire about your services.

The design feels futuristic while the words I’d use to describe Aaron’s work would be more along the lines of edgy and urban.  However, its still a great monogram and feels professional.


By Aaron Lindberg

05.06.2009 at 07:20 PM

Aaron Lindberg Profile Image

Thanks everyone for the feedback on my logo. I will reassess it and see what comes out of it. Thanks for looking over this.


By Gary H

05.08.2009 at 12:41 PM

Gary H Profile Image

This logo is not strong, it sends the wrong message. It does look futuristic and forced.

Do a quick logo search via Google Images and you’ll see a plethora of overused cliché camera logos. I feel that every photographer has their own unique style. A good way to project this is to use your handwriting, provided you have decent writing.


By Tim Schmidt

05.11.2009 at 11:04 PM

Tim Schmidt Profile Image

But the looks of your site, I would not even use a symbol or icon. Just use an elegant font.

You’re NOT a motorcycle or a golf ball. You’re a person.


If your business name was not your personal name…icons are ok:

Hope this helps!


By Allen

01.22.2020 at 02:30 AM

Allen Profile Image

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.

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