Dana Edmunds is known for his surfing photography and authentic portraits. He reached out to take a fresh look at his branding.
The logo celebrates Dana’s easygoing simplicity. The concept: what Dana sees through his lens. Using the letterforms as containers, the logo expands to reveal one of Dana’s beautiful photographs. The logo can open up from the other letters as well, allowing for flexibility and variety.
Initial explorations felt too feminine for Dana’s liking. The strategy we pivoted to was to draw cues from the existing logo, which better fit the client’s comfort level.
