Lahme's Lens Visual Identity

Lahme’s Lens was inspired by the story of a man named Sizwe Bansi from the book tiltled Sizwe Bansi is Dead. The man declared himself dead beacuse he had to take the identity of another man named Robert Zwelinzima who he and his friend found dead but had a work permit he (Sizwe Bansi) needed. So he wrote to his wife about his plan of taking Robert’s identity as he took a photo which he intended to put in the dead man’s passport.

The story shows the power of photography. Photography has the ability to preserve history to the smallest detail. It also has the power to change or distort a narrative if wronly used. And every photo carries a story; Stories of love, joy, war, peace, famine, hunger, family, anger, sadness etc. Lahme’s lens aims to capture and preserve these stories.

The idea behind the logo is to create a mark that feels personal and also captures the brand’s essence.

The Wordmark: The logo wordmark employs the use of a hand-writtten typeface to create a personal feel because there is a peculiar story behind every photograph.

The Symbolmark: The plus mark signifies the symbol which is found at the middle of the screen in digital cameras. It also depicts two letter L’s mirrored at 45º to each other. It is made to slant to rhyme with the word mark.

Colours: Two contrasting colours are used to depict extremes of emotions. Sadness is represented with dark purple.