Shot by Samm Samm is a one woman Photography studio with a diverse client base and portfolio, ranging from toddlers to newly-weds, and action sports to nudes. A minimal identity was created to suit the range of her clientele, while also maintaining a secondary role in relation to the photography. Identity After doing a comprehensive audit of the existing visual landscape of photography studios, we knew to avoid shutters at all cost. We landed on a concept that spoke to the duality of the name: the crosshairs of a scope and the viewfinder of a camera – realized through an “S” icon. The outcome is a logo that quickly relates to photography without explicitly saying so in the name. A gray, monochromatic color palette keeps the emphasis on Samm’s work, rather than the identity, and pays homage to the history of photography.