Quick turn-around from moodboard to final design, huh? This weekend Amanda Lenhardt and I finalized the last of her look, and I’m pleased to share it with you all today. This was the first time that patterns were incorporated into a branding system that I’ve worked on, so that was a new experience to do. The look that Amanda has is earthy, yet modern, with a pinch of glam with the gold accent. It is versatile and works within the confines of wedding photography, without confining the brand to just that.

For the logo, an elegant and hand-lettered monogram was created to give her a signature look. The colors were kept natural and moody, but still left room for an airy feel when needed. Both a truly classic typeface and a new modern were chosen to keep those dichotomies alive throughout the brand. While the primary logo is on the verge of classic, the secondary logo incorporates a natural twist in a modern way. The leaves on the branches are shaped as hearts to give a nod to love and weddings, and they form the like of a heart as a whole. With this look we didn’t want to logos to scream wedding, but having those subtle hearts helps the brand lean in that direction without going over the top. Having the leaves within a geometric square shows the essence of a vintage photograph.

For the patterns, we created one that was dark and geometric, as well as one that was light and organically driven. This again helps with the play between modern and classic elegance that her brand was all about.

I hope you enjoyed this look into Amanda Lenhardt’s new look, and if you’re in need of a photographer in the Jacksonville area (or elsewhere!) Amanda is your girl.