TNT estd. 1990
Local time:
/Squatch Shots
/2025/
Client
Squatch Shots
Timeline
4 weeks
Date
Logo refresh
A logo refresh for Kacey Randall, a high-school friend and photographer. I made the first mark more than a decade ago. It was time to do it again.
The work
Update the mark without losing Squatch.
Update the mark without losing Squatch.
The problem
The problem
The original Squatch Shots logo was mine, from more than a decade earlier. It no longer matched Kacey Randall's photography or the level of my own work. Outdoor and adventure images need a mark that can sit on a photo without getting in the way.
The original Squatch Shots logo was mine, from more than a decade earlier. It no longer matched Kacey Randall's photography or the level of my own work. Outdoor and adventure images need a mark that can sit on a photo without getting in the way.
The original Squatch Shots logo was mine, from more than a decade earlier. It no longer matched Kacey Randall's photography or the level of my own work. Outdoor and adventure images need a mark that can sit on a photo without getting in the way.
Why it mattered
Why it mattered
You should be able to see the years in the work. A refresh for a friend is a public record of craft getting better. If the new mark cannot sit on his photos, it does not matter how clever the drawing is.
You should be able to see the years in the work. A refresh for a friend is a public record of craft getting better. If the new mark cannot sit on his photos, it does not matter how clever the drawing is.
You should be able to see the years in the work. A refresh for a friend is a public record of craft getting better. If the new mark cannot sit on his photos, it does not matter how clever the drawing is.
What I did
What I did
This was a refresh, not a new company. I kept the name and the spirit and tightened the drawing. Kacey is a high-school friend. The job was to honor what already existed and bring it up to date.
This was a refresh, not a new company. I kept the name and the spirit and tightened the drawing. Kacey is a high-school friend. The job was to honor what already existed and bring it up to date.
This was a refresh, not a new company. I kept the name and the spirit and tightened the drawing. Kacey is a high-school friend. The job was to honor what already existed and bring it up to date.
What we stopped
What we stopped
I stopped treating it like a stranger's rebrand. I also stopped pretending the first logo never happened. Hiding the old work would have erased the point of the project.
I stopped treating it like a stranger's rebrand. I also stopped pretending the first logo never happened. Hiding the old work would have erased the point of the project.
I stopped treating it like a stranger's rebrand. I also stopped pretending the first logo never happened. Hiding the old work would have erased the point of the project.
What shipped
What shipped
Kacey has an updated Squatch Shots logo for the photography business. It lives where his photos live, on Instagram at squatchshots.
Kacey has an updated Squatch Shots logo for the photography business. It lives where his photos live, on Instagram at squatchshots.
Kacey has an updated Squatch Shots logo for the photography business. It lives where his photos live, on Instagram at squatchshots.
What changed
The logo keeps up with the photography.
The logo keeps up with the photography.
Still Squatch. Just sharper. A friend got a refresh. I got an honest before-and-after of my own skill.
Branding
Design
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