Inspired in a basic element of creation, a camera, that convert everything into pictures, a way to see the reality. It goes trough this way, looking for the simplicity in the figure but making it complex with the lines.

Logotype very customized, using the first 3 letters of my name, making a logo of a photography studio that uses a name but not as a signature, as every brand does. This fusion of the basic element, a camera, with letters creates something unique. The mix of curves and straight lines, preserves the serenity and formality in the straights and the fun and creative in the curves. Finally complemented by the tittle bellow the isotype to get the right balance of the logo.

In the design process were used a methodology of triple concept, consisting on make a list of hundred words grouped on 3 groups and give tu this groups a identify word, those 3 words were the trinity concept that supports the esencial meaning of the logo. This words are Artificial, Perception and Technique.

The more complex thing was the more interesting, divide 100 words in 3 groups and identify them with 1 word each, was challenging but in the same way this makes a strong base to te concept that helped to the graphic creation.