Takamasa Ota is a New York-based still life photographer specialising in Food, Alcohol and Products, his clientele includes Pepsi, KFC, Licor 43, Quirky and Gourmet Magazine. In his early career Takamasa immersed himself in black-and-white photography, he remembers the experience “seeing the World through a positive and negative lens, a way we don’t normally see in daily life.”

The task was to create a warm, contemporary identity that evokes Taka’s passion for the positive and negative without overpowering his portfolio of work in colour. The use of a monochrome palette and bold androgynous font complimented this approach. Taka’s initials lend themselves aptly to the graphic representation of the viewfinder and crosshair. The ‘T’ and the ‘O’ becoming a simple icon used for stamping and watermarking.