Alex Stone Photography
Alex Stone is a Los Angeles based interior design photographer. She specializes in photographing luxury home decor, and she works with distinguished clients from around the world. While Alex has been building her brand for many years, she lacked the visuals to accompany her image. Her vision was to define a minimalist brand identity that showcased her luxurious personality and profession. My goal was to create a classic and feminine yet understated brand identity design to capture the full essence of Alex Stone Photography.
- Home Decor Boutiques
- Interior Design Publishers
- Luxury Real Estate Agencies
- Primary Logo Design
- Brand Identity Design
- Business Card Design
Brand Style Development
Mood boards are a collage of images and other elements that show a visual style. In the case of Alex Stone Photography, I wanted to create visuals to show that Alex is a photographer of luxurious home decor. I also wanted to show Alex’s underrated and refined taste. As a result, the mood board features images of upscale home decor and regal gold and black elements.
Pantone Color Palette
Pantone Formula Guide Coated colors are my preference because they are highly consistent and compatible with both print and digital color spaces. The goal of this color palette was to achieve a classic and feminine vibe, but without feeling exuberant or girlish. Alex Stone Photography is a polished and sophisticated brand. Hence, the color palette is a delectable selection of slate, peach, mint, and cream.
I create every logo design concept in the CMYK (print) color space using only black and white colors. This method prevents design flaws and ensures design integrity. I opted to create a text-only logo to portray the value of minimalism. The lowercase serif typeface on top is a classic text style. The uppercase sans-serif typeface underneath creates contrast and a softer, more feminine appearance.
For this project, the client only needed one primary logo design. My standard practice is to include color variations of every logo: black-and-white, full-color, one-color, and inverse. The full-color logo doubles as a one-color logo. The black-and-white logo is an alternative to the color logos. The inverse logo is suitable for dark backgrounds.
The brand identity board shows all of the final brand elements in one place. The client can reference this board to align their visual style with their brand.
The contents of this brand board are as follows:
- Primary Logo Design
- Pantone Color Palette
- Patterns + Textures
- Brand Style
This brand identity design included one print collateral item: a double-sided business card design. The front of the card displays business information with custom icon designs. The back features the full-color logo design.
Vector Logo Files
- Editable PDF
Raster Logo Files
- Transparent-background PNG at 1x resolution
- Transparent-background PNG at 2x resolution
- Transparent-background PNG at 3x resolution
- JPG at 72 PPI resolution
- JPG at 300 PPI resolution
Brand Identity Board
- Print PDF
- White-background PNG
Brand Style Sheet
- A print PDF file containing all of the proprietary brand guidelines
Business Card Design
- Two print PDF files (one for each side)
The End Result
After the project completion, Alex is incredibly pleased with her new image. In the months that followed, Alex received many compliments on her business card design. Her brand gave her the confidence to network at more conferences in the interior design industry. She then gained more clients through her branding and marketing efforts. I am excited to see how she continues to build her empire and what the future will hold.
Legal notes: The mood board images are courtesy of pinterest.com, and the business card mockup is courtesy of rawpixel.com.