Juan Antonio Amate | Identity

Juan Antonio Amate | Identidad

Juan Antonio Amate is recognized as one of the best wedding photographers in Jaén. His work is characterized by simplicity, naturalness, and elegance. Natural settings are common in his photographs. All these elements had to be integrated into the new corporate identity, along with a priority objective: to reach the public with a QUALITY image, linked to the "True Wedding" concept that defines the sincerity and honesty of his work. The challenge was complex because the project began as a restyling of his previous logo. After several sketches, I clearly saw the need to opt for a more innovative design, trying to retain as many elements of the original idea as possible.

For the logo, a more modern, sans-serif typeface was chosen, respecting the use of capital letters to convey simplicity, clarity, importance, and elegance. The volume and spacing of the letters were also carefully considered. For the isotype, the common camera motif had to be avoided and a more communicative design had to be found. Since the goal was to associate the brand with a more refined and high-quality service, the bow tie option was very interesting, especially when it was realized that it could be constructed with two "A" letters, the most common and representative letter of the brand's surname. In this way, the new symbol could be slightly related to the previous one, as it retained a rectangular structure reminiscent of the "camera" and angular features reminiscent of "leaves." The definition of the logotype beneath the logo creates a pleasant visual interplay, reminiscent of a man wearing a bow tie, something closely related to weddings and the elegance it seeks to highlight.

Realization: 2016