Amy Boyle Photography is a talented Chicago photographer who specializes in lifestyle and theater photography. Amy’s brand had a signature triangular shape with her initials “ABP” for years. We decided to be brave and take a step back and reevaluate if the “brand by initials” style was working for her and try out new options in this rebrand exploration.
Amy realized she was known in her world simply as “Amy Boyle”, and “abp” although modern in it’s lowercase style, wasn’t her calling card. We took the bold step away from the initials and started to explore font combinations.
The round icon in the corner has a few meanings…
The first hint is to evoke an abstract camera lense. Then the 4 small circles around the big circle represent Amy’s four (yes, four!) boys that are always a part of who she is… as a lifestyle photographer, you capture life through the lense of the people closest to your heart.