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Shade Logo Project

Here is my speculative work for a Photography and Video studio, Shade. Unfortunately I never received feedback or any further direction so didn't get to develop this idea. It would have been great to work on the typography and have created a sharper typeface. The only real brief I had was to create a visual representation of a shadow being cast.

My instant reaction was to work with what the word already contained, taking the pointy A shape and working it into an icon. Hopefully providing readability while also having enough identity to be striking and memorable. That is about as far as it got but from what I understand they wanted a stronger visual representation and standalone icon, more like this. Thankfully I did get to see the finished result they went with, which is always nice.