moto perpetuo (Italian: perpetual motion)
[Logo Design for a Camera Company]
Now that everyone has a camera in their pocket, photography has become more popular than ever. We can take some amazing pictures with our phones, but they still don't compare to the quality of a professional camera made by the likes of Cannon, Nikon, and Leica. Although powerful, these cameras have been designed the same way for decades, and are difficult to learn. They should be built like our phones, and be easy and intuitive to use. Creating connected app-enabled cameras with a great user experience is what mPerpetuo aims to do.
mPerpetuo, a company I had previously worked for as a UX designer, asked me to help recreate their logo and brand identity.
Previous Logo
This is a nice logo, but mPerpetuo was looking for a logo that was not text based. This logo is also similar to Leica's.
New Designs
I wanted to focus on the meaning of their name and how they were a company aiming to perpetually move and grow.
The first design is an interpretation of the aperture blades. It also gives a sense of motion.
This second design takes a traditional aperture and adds motion to it.
The third design moves away from any camera aspect. I used the infinity loop as inspiration to show perpetual motion.
Final
mPerpetuo chose the first logo, and asked me to create business cards.
Email me to talk logos or branding.