Rebranding - Logo Change Help

My wife and I are looking to re-brand our business. We want our logo to reflect our creative lifestyle photography. We are more artistic in our approach than when we started. Be both feel that our original logo is doesn't reflect us anymore, its to cut and dry, too perfect looking. Last night we came up with a sample for a new logo, and thought we would run it by the forum what do you think?

CURRENT

I think the high quality of your work does pretty much demand a new logo and like the first two variations. You might want to try expanding the PHOTOGRAPHY text in the first variation by a few points.

Option 3 is the route I'd explore more. The watercolor is an interesting idea and looks nice at this size. However, the main point of a logo is clear and efficient communication. The watercolor reduces the contrast of the text making it less legible, especially at smaller sizes. The script name works to communicate the "artistic" vibe without the need for the watercolor backing. From option 3 I'd start trying different treatments of "photography. Make it clearly legible, but less dominant.

Sketch option 3. It is clear but personable. It can be used in color, black, or white.

Nightdiver13 wrote in post #15695725
Option 3 is the route I'd explore more. The watercolor is an interesting idea and looks nice at this size. However, the main point of a logo is clear and efficient communication. The watercolor reduces the contrast of the text making it less legible, especially at smaller sizes. The script name works to communicate the "artistic" vibe without the need for the watercolor backing. From option 3 I'd start trying different treatments of "photography. Make it clearly legible, but less dominant.

I am wondering if we used the water colour on business cards, and website and then for smaller things maybe drop it. We really like the water colour and don't see a lot of people using anything like it. I know the hand writing is common but we really like the look. I beefed up the hand writing a little bit so when its smaller it doesn't melt away.

spesmeadeus wrote in post #15696432
I am wondering if we used the water colour on business cards, and website and then for smaller things maybe drop it. We really like the water colour and don't see a lot of people using anything like it. I know the hand writing is common but we really like the look. I beefed up the hand writing a little bit so when its smaller it doesn't melt away.

When companies choose to use alternate logos in certain situations, it is usually a change that increases the presentation for clarity or style sake without changing the basic logo. An example is Skype, who uses a different logo for screen than they do for print. But the difference does not affect the basic logo form. By choosing to keep the watercolor for one use and discard for another use, it's a major enough element that you're basically creating two distinct logos. If you want to retain the watercolor, I'd suggest one of the following:

- Drop the tint/saturation/opacit​y levels so it doesn't compete as much with the letter forms. This will also make it less part of the logo itself.

- Use the watercolor as a graphic element not directly tied into your logo. Your logo would still maintain clear space in this use, keeping it as its own element. (I would recommend this path)

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The water color logo is pretty awesome...gives you variation.