Helen Fennell Logo

Helen Fennell Photography

case study

Creating a unique and adaptable visual identity

Helen Fennell is a talented photographer specialising in landscape, street and architecture photography. Photographic elements on this page kindly supplied by Helen for use in this case study.


Creation of a new Brand Identity to compliment the feel of Helen's photography. The logo would need to adapt to a variety of use case scenarios while maintaining a clear brand identity.


The work took three weeks and was completed with the delivery of the finished logo and variants. I also provided a Brand Guide which helped solidify the feel of the brand into a form which could be referred to when producing new content and assets.


Logo Design
Branding Guidelines


Helen Fennell Grid System
"How to create a unique visual identity that reflects my client's beautifully elegant photography?"

Developing a concept

During the initial discovery phase, I by made myself as familiar as possible with not only Helen's photography business and its aspirations for the future but also the space in which it operates and who it sells to. I noticed that many independent photographers use camera iconography for their logos (apertures, lenses etc) so to set Helen's logo apart, I felt it needed to follow a different path.

I began building a concept for the logo by seeking inspiration from my library of reference material, building a mood board and sketching out rough ideas to see what worked, and more importantly, what didn't.

My Process

Once a potential direction for the design had been agreed upon, I continued working in Adobe Illustrator to flesh out the logo ready to send to Helen to begin the feedback and refinement process.

I wanted the logo to reflect the elegance of Helen's photography work so I constructed the design using a series of ribbons built on a grid system to maintain geometric accuracy throughout.

It's important that logos be recognisable in their simplest forms. but they should also be adaptable. Therefore, I also supplied segmented, shaded and hollow versions for use across various media.
Helen Fennell Logo Sketch Book

Final Reflections

The sketching phase was incredibly helpful in helping to form ideas for the design. Iterations within Adobe Illustrator were produced by making subtle changes to concepts across multiple artboards.

I am proud to see the logo being used alongside Helen's beautiful photography work as a brand identity on her site and throughout her social media presence.

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