Times Are A Changing

When we started Peek Digital Photography back in the fall of 2007 it was as a planned second income to my already consistent income as a professional pilot. My primary income provides me with a certain amount of time on my hands. It was time in my life to look at possible fall back income for that "just in case" scenario that can occur in aviation.

During my formative years I was heading in a architecture/engineering direction before a sequence of events corrupted my decision making process and went into aviation. I can't complain, it has been a very interesting experience. In developing the logo for the company I fell back on a rather analytical block design that was better suited for a manufacturing company rather than a photography studio.

It might as well say Peek Digital Manufacturing. Two issues have come up regarding the branding of the company. First is the sterile shape of the logo and the second is the length of the name itself. The colors do a good job in the readability of the name but it is just to long. I could say that the squareness of the pixel motivated this design but that just would not be the case.

About four months ago I was reading one of the many blogs that I keep track of and it hit me square in the face. My target audience is not a bunch of professional engineering types, it is the ladies out there that are looking into having their own, family, or child's picture taken. It was time to show my softer feminine side. A fresh new brand was in order. A logo with flair, and a name that rolls off your tongue a little easier. Back in October I was sitting in my hotel room after a simulator session and started scripting some initials on the hotel note pad. After I was happy with the result, I took a picture of it and worked on it in Photoshop. Here is the result of that work and the introduction of the rebranding of Peek Digital Photography.

I liked the color gradient so I kept it in both the logo and name. The reversed "f" in the name is carried over from the reversed "F" in the logo. One person said they had never seen an "F" like that before. That might have come from my drafting experience. Besides it is unique and has a certain amount of flair to it.  It would not be the first logo to be burned into peoples memory.

So what happens to Peek Digital Photography, LLC.? Not a thing. It is the legal name of the company and the peekfoto monicker is a DBA (doing business as) mechanism that allows rebranding without the cost and legal wrangling to shut down one business and start another. Why go there unless it was necessary.

Hey, hope you all like the new softer and creative brand.

Cya... Doug