Random Photography Logo Design Critique

Denny at Random Photography sent in this logo for his photography business. He included the following information about his company and logo,

“In my photography business, I photograph nearly all kinds of assignments, from aerial, corporate, commercial, advertising...etc. So I wanted my logo to say “Random” when you look at it. It’s very simple, but I think says that. Yes, it does use a camera in it but hopefully that’s small enough so as to not overpower, but just give the suggestion. I don’t always use the logo with the url and line below it, usually just the logo and tag phrase.”

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 of two in the critique, please share your perspective in the comments at the end of this logo design critique.

Design Principals

Unfortunately, the random letters and fonts that make up the word ‘random’ remind me more of ransom note than something random. I mean I get the ‘randomness’ but upon first view my mind goes to ransom note instead. To avoid that visual confusion maybe there’s another way to show the concept of ‘random’. One idea to explore might be something as simple as using the same typeface for all of the letters in the word ‘random’ but alter the size and placement to create a random feel.

Functionality / Versatility

The logo is two color and will reproduce fairly well. However, the use of the purple in the actual logo is so small I would consider removing it all together or incorporating more. The smallness of the tagline “capture your world”, which by the way doesn’t need to be in quotes, could become problematic at smaller sizes.

Does the Logo Work for the Audience?

Without knowing anything about your company I would tend to think that you were more of a photographer that walks around and takes random photos as opposed to someone who takes all sorts of assignments. But, that’s more about your messaging than your logo. I think the logo immediately communicates the idea of photography to the viewer. It just doesn’t do so in the most refined, unique or professional looking manner.

Uniqueness

Being that your company name is “Random Photography” I would do away with the camera icon in the logo. First, the icon looks like low-grade clip art and doesn’t lend any bit of professionalism to the logo. Second, you have the word ‘photography’ in your logo already so the icon is unnecessary. Lastly, and perhaps most importantly, it doesn’t fit the name of your company. After all, what is ‘random’ or unique about clip-art camera icon in a photographers logo?

Typography

There’s a lot happening with the typography here, at least four different typefaces and styles. First, I’d like to suggest eliminating the shadows and the type beveling. Your type is too complex and small for these effects and it’s really not adding anything to the mark. The typeface selection for the tagline is too delicate and complex especially when you consider that it will get pretty small when reduced for business cards. Try choosing a simpler typeface for the tagline, possibly a san-serif font that compliments the rest of the logo and typography. Centering the tagline to the overall width of the logo feels awkward. Try aligning it underneath and to the right or left edge of the word photography.

The typeface choice for ‘Photography’ feels bold, strong and industrial which may not be the best fit for the work you do. The font appears to be ‘Impact’ (my best guess anyway). It seems as though it has been disproportionately scaled which makes the x-height even more extreme than the original. This leaves the type feeling extremely tall and condensed which makes ascenders and descenders awkwardly short.

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.

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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