For the visual identity I finally deside to create a logotype with minimalistic icon symbolizing the essential of a camera - the lense - and a logomark which include the icon and camera illustration.
The wordmark is based on the Oswald Regular (golden outlines), which I have manually adjusted to get a wider look. For the clean and elegant subline I used Raleway Medium.
The brand color concepts consists of three colors which stand for and is inspired by he several photography genre. For neutral and general design I add some main and neutral colors.