Rebranding: Logo

Our Identity, Our Story

Dan Lee Photo needed to start the journey of establishing its own identity and story. With the social experience of photography changing, thanks to Instagram and Snapchat, it was important for Dan Lee Photo to make its mark and find an identity that illustrates its values and mission. Everyone is a photographer but not everyone can be a storyteller.

The process

We tested out a few third-party options, even seeking the services of a NYC-based brand consultant. But those initial designs just didn’t work for us. We knew we wanted to keep the specific shade of blue, which Dan has been using in his work since his high school days, and we wanted a more modern, cleaner, and defined look. While Dan slept, I was determined to reshape our brand that expressed our values.

Dan Lee Photo: Redefined, Refocused

Our goal is to tell stories, to give and our new logo defines what makes Dan Lee Photo unique: the blue represents our soft skills of active listening, compassion, assertive calmness, and dedication. The mark (the symbol), which looks like aperture blades in a camera’s lens, represents our creativity and adaptability (the varying shades of blue), to serve our clients and share your story.

Needless to say, Dan loved it. 

- Bora

 New logo. © 2016 Bora Lee and Daniel Lee.

New logo. © 2016 Bora Lee and Daniel Lee.

 New square logo. © 2016 Bora Lee and Daniel Lee.

New square logo. © 2016 Bora Lee and Daniel Lee.