Michael Korsgren Photograpy
Identity // Typography
Objective: Design a logo for Michael Korsgren, a commercial, portrait, and humanitarian photographer.
Audience: Potential photography customers in Sweden, Paraguay, and anywhere else in the world!
Solution: Above everything else in his photography work, Michael Korsgren values people; he wants every person who steps in front of his camera to feel comfortable, valued, and loved. And, when people see his work, he wants them to see the beauty of the people behind the image. His goal is to capture their story with intentionality, so that viewers are able to see each person the same way that God sees them: as people of infinite worth.
Born in Sweden to English and Swedish parents, and spending much of his childhood in Paraguay, Michael is a product of multiple cultures. I wanted to create a logo that would reflect the unique perspective he brings to his art, as well as the kind, intentional way he engages with each person he meets.
I also wanted to create a logo that would function in many different cultures and countries, so that Michael will be able to promote his photography work, wherever life takes him. So, I incorporated each of Michael’s three languages into variations of the mark.
I underwent several different directions to convey his focus on people. We ultimately went with a simple, typographic logo; I used a few different text styles—combining the warm, friendly script with a cleaner, blocky sans—to further illustrate the multiple cultures and unique perspective that Michael is able to bring to his art.
