Julien Navarre is a French wedding photographer. He likes to tell the story of these special days through unexpected, spontaneous and poetic pictures.
Julien wanted his logo to represent his authenticity, his professionalism and the quality of his work. The chosen stylistic direction was something organic, hand-drawn, but not too rough so it would remain consistent.
Julien is not a traditional wedding photographer. He makes beautiful, strong photos of simple things. A stolen kiss before the wedding, a lipstick left open, the complicity of a group of friends waiting for the ceremony to begin, the tear in a mother’s eye, all these precious and secret moments are the subtleties he manages to capture thanks to his vision and discretion. His work renders genuine emotions, magic and poetry. His logo had to be different from traditional wedding iconography. It had to convey a strong personality, while remaining as simple and genuine as what he makes.
I chose to make a cursive, monoline logo with elegant ligatures. I wanted to keep it fairly simple, so I could give it an organic and roughened look without troubling readability at small scale. This implied a thin line and big volumes.
The ligature between the lowercase “n” and the capital “J” makes a nice and natural link between the two words. I also decided to cut the line where letters are overlapping, to give a feeling of depth.
I created balance with a large swash under the logo, and rays on top. The latter work as ornaments, they symbolize the enchantment of a wedding, the party that follows, as well as the photographic flash, but remains abstract enough not to be too obvious.
Julien and I decided to give up the baseline during the process; we felt it was an unnecessary information since the logo will always be used in context. I yet decided to leave the double stroke which adds balance and elegance.
When I was done with the line work, I moved to the “roughening” step to make the logo look more authentic, hand-crafted. The goal was to get a strong texture that would look great at large scale, and would remain visible at small scale without affecting readability.
I used a home-made vector texture that I applied as an inner pattern, and roughened the edges. The result is a highly precise lettering that yet doesn’t feel too clean. The rough effect gives it character, makes it unique, and perfectly fits with Julien’s style.
The logo is simple enough not to go out of fashion. Its format was studied to be easily integrated in any context. Its colors, white and dark blue, are neutral and fit well with the colorful photos without distracting attention from them. The achieved style is solid and contemporary. It sets Julien apart as a professional with high quality standards and a modern vision.