Let’s face it, a photography logo acts as the front door to your photography business. It’s what makes the first impression on a client, and plays a major role in them choosing to hire you. But maybe you’re asking why it’s so important?

It’s not a simple answer, to be honest. A logo is made up of so much more than just a fancy font or cool graphic design, it speaks to your brand story. Let’s learn the recipe of a solid brand story, discover how it influences your logo, and look to some stellar brand examples for inspiration.

What exactly is a brand story?

Before you can write one, it’s important to understand exactly what a brand story is. I love the way it’s defined here: “A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand. Unlike traditional advertising, which is about showing and telling about your brand, a story must inspire an emotional reaction.”

The secret of a solid brand story lies in its ability to elicit all the feels! Put simply, it’s the overarching emotion that your brand inspires, and it’s that special “je ne sais quois” that makes you stand out from other photographers. Furthermore, it’s a series of visual and emotional cues that play a major role in attracting your ideal client.

woman with laptop

Your logo and brand story go hand-in-hand

So what does your brand story have to do with your logo? Absolutely everything!

Think of it this way: If your brand story speaks to who you are as a photographer, your logo is a key element of the language you use to communicate that story to clients. Here’s what I mean.

Let’s say you’re in wedding photography and specialize in capturing timeless, high-quality memories of luxurious, over-the-top events. In this case, you’ll want to create a logo that reflects the sophistication of your brand through the color palette, design, and style you choose.

You might opt for an elegant, scripted font, or perhaps something more simple and minimalistic. Whatever your preference, the main goal is to capture the essence of your brand story through your logo.

So, what’s in a good logo?

Now that you understand how closely linked your logo and brand story are, let’s go over 4 standard ingredients that make up a brilliant logo. You’ll definitely want to reference these as you design yours.

#1 – Keep it simple

I know what you’re thinking: “Simple is subjective.” But the main idea I’m getting at here is that your logo should “read” easily and a client should quickly be able to make out what it says and discern what its elements symbolize.

If you feel unsure about a component of your design, ask yourself: “Is the inclusion of this element necessary? Is my logo understandable without it?” If it’s not essential, edit it out. As the old adage goes, less is more.


#2 – Keep it scalable

When designing your logo, keep in mind that you’ll likely be using it in several different ways across a variety of mediums: business cards, your website, and social media to name a few. Due to this, you’ll want to make sure it works in color, black and white, large or small format, etc.

#3 – Make it memorable

In order for a logo to stand out from the rest, it has to be visually striking and unique. You’ll want to ensure that yours does just that. To test it out, consider sending a sample of your logo to trusted industry friends and get their opinions.

#4 – Make it timeless

I want you to close your eyes and envision your logo– the face of your brand– 20 years from now. Is it still visually striking, and relevant? Will it endure the test of time because of its uniqueness and eye-catching appeal? Trust me when I say: “trendy” won’t last and “classic” is the way to go.

Logo ideas to inspire you

These photographers all have unforgettable, storytelling logos that are sure to inspire you as you design a photography logo of your own.

Lola Melani Photography | NYC, NY Maternity, Newborn and Baby Photographer  | NYC Luxury Photography Studio

Lola Melani Photography

Erin Johnson Photography | Valparaiso Photographer

Erin Johnson Photography

FLOSITES - Lindsay Adler | Logo branding, Words, Graphic design art

Lindsay Adler Photography

Colors of Grace: Photo and Video

Colors of Grace

And there you have it! Now you’re equipped with the tools you need to design a unique and creative photography logo inspired by your brand story.