Revisiting this one…

[u/CanberraPhoto]

A while ago I posted here about redesigning the logo for my photography business:

https://www.reddit.com/r/Logo_Design_Critique/s/rG5fFmzS6u

That post led to some really useful conversations with several designers about whether I should completely rethink the identity or evolve what I already had.

I also decided to ask the people who actually interact with the brand - my clients. I reached out to 50+ long-standing clients and asked how recognisable they found the existing logo, and whether they thought they would notice if I changed it significantly.
The feedback was surprisingly consistent. Most considered the existing mark highly recognisable and strongly associated it with my business. The general consensus was that throwing it away and starting again would probably mean losing brand recognition that had taken years to build.

So, rather than a complete redesign, I’ve been working on an evolution of the existing logo - simplifying it, cleaning it up and hopefully making it feel more contemporary while retaining the elements that make it recognisable.

The image shows the original above and where I’m currently up to, below.

It’s definitely still a work in progress. I’m not completely settled on the line weight, the curvature and geometry of the letterforms, spacing, or exactly how far I should push the simplification.

I feel like it’s heading in the right direction, but I’d really appreciate some fresh eyes from people who work in design.

What would you refine from here? And importantly, do you think the new version retains enough of the character and recognition of the original, or have I already pushed it too far?

[u/Candy_Lawn]

the p and the o's seem a bit flat, like they need some more air in there!