Lucy Lu works primarily with portraiture and documentary/journalistic photography. Her brand needed a refresh to express artistry while still sending a clear message of professionalism.
Since her work prioritizes realism, it was important to create a logo that was minimal and adaptable — it was crucial to ensure it was simple enough that it never competes with the photographic work itself.
This refreshed mark uses her initials, pushed to a near-abstracted swash with a natural flow that resembles the curves of handwriting. This element rests off-centre within its holding shape: the abstracted suggestion of a camera lens. The naturalistic palette uses lush but calm fields of tertiary colour that suit the tone of the work.
Sam Bullis Design
Lucy Lu Photography