Silver Salt: A Unique Corporate Identity for a Photography Studio

Bringing Analog and Digital Together

The client's request was clear: no clichéd visuals such as cameras, films, or lenses in the logo design. This posed a challenge for the designers, but they were able to fulfill the client's ambition by drawing inspiration from the bond between the analog and digital age.

The project involved developing a proper name for the photography studio and visualizing the concept behind it. The designers faced the challenge of clarifying the core concepts from the client's many ideas and creating a distinguished visual representation for the company. After careful consideration, the name "Silver Salt" was chosen, evoking the color, smell, and history of analog photography. The logo was designed using the two initial letters of the name, creating a unique and recognizable icon.

The name "Silver Salt" refers to a light-sensitive chemical used in photographic film, perfectly capturing the analog atmosphere the client desired. The logo, formed by two diagonal letter S's intersecting at a 90-degree angle, represents the aperture of a camera. Additional incomplete circles inside the S's bottom curve further enhance the idea of aperture. Interestingly, the logo can also be interpreted as the sign of Leo, which is the zodiac sign of the studio's owner. This connection adds a personal touch to the design.

The designers utilized 3D mockups to present the graphic project efficiently and economically. An animated logo reel was also created to help the client quickly understand the design concept. The logo and visual identity were applied to various materials, including stickers, stamps, cards, letterhead, and online avatars.

The Silver Salt project began in December 2014 and was completed in March 2015 in Beijing. Extensive research was conducted on Chinese and Japanese pattern design, as well as geometry, to find an iconic way to present the logo without relying solely on the name. The result is a visually striking and meaningful design that captures the essence of the photography studio.

Lesser Fullness Design, the creative force behind Silver Salt, successfully overcame the challenge of starting from scratch. The project began with no name, no recommended precedents from the client, and no detailed business plan. Through their expertise and understanding of the client's vision, the designers were able to create a unique corporate identity that perfectly represents the studio's values and aspirations.

Silver Salt's logo, with its connection to the past and the present, the light and the shadow, and the memories and the reality, beautifully encapsulates the essence of photography. It is a testament to the power of design to convey meaning and create a lasting impression.

Image Credits: Yihan Liang

Intellectual Property Notice: Copyrights belong to Lesser Fullness Design, 2015

Awards and Accolades: Silver Salt was awarded the Iron A' Design Award in 2016 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements.