Rocket Mortgage put out a call to design a logo for an online photo exhibit where Team Members can submit their photographs.
The goal of the online exhibit was to raise awareness and money for Darkroom Detroit—a non-profit dedicated to increasing photography access, education, and visual literacy in Detroit.
Since the name ‘A Light Collection’ doesn’t immediately convey photography, one key direction was to incorporate a camera or another visual element that clearly denoted photography to ensure the logo’s purpose was instantly recognizable. My initial reaction to this was simple: ‘perfect.’ I firmly believe that clichés, especially in design and logo creation, shouldn’t be dismissed outright—they’re clichés for a reason. The key lies in how they’re executed.
Working on the digital roughs is by far the stage I enjoy the most. I get to see my quick sketches come to life. This process is all about refining my sketches to get the simplest design I can, while still retaining recognizability and legibility.
