MenArt is a gay men’s portrait photographer based in London. I developed a new brand identity for MenArt, including a logo, typefaces and style guide. As a part of the brand development process, and created a variety of different logo options to explore the brand tone of voice.
As a result of this exploration, I developed a logo that was bold, masculine, slightly retro and simple. The MenArt brand is all about photos, so in layouts, the photography should always be the hero. The logo therefore needed to be distinctive, but simple enough that it did not compete with the photography and bold enough that worked well as a watermark.