I'm a successful family photographer in Santa Fe, New Mexico in need of a new logo to accompany a new website and other new promotional materials. I was a web designer for years, so I'll be working on the site, but the logo is key.
The goal of the firm is to help create more good kids' photos in the world. We do that with our own portrait sessions, through workshops which help parents to take better photos themselves, and through the site's blog which offers tips and training to people who aren't local to us.
The style of photography we do is contemporary and casual - we don't pose the kids in their best clothes in front of a bad backdrop. Instead we chase them around the house or yard and try to capture more authentic representations of them.
The logo needs to communicate warmth (photographing children is about warm family emotions), professionalism (we're not just cousin Bob with his new DSLR) and some hipness - most of our clients don't like traditionally staged portraits and have a more contemporary aesthetic.
Why 'Clearing the Vision'? it's from a quote by famous landscape photographer Ansel Adams: "“Through the art of brush, pen, and lens … we possess a swift and sure means of touching the conscience and clearing the vision.”
In other words, we see so much – especially of our kids growing up - but we should pay a bit more attention.