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Lead Image

This graceful identity and collateral system superbly reflect Amy Anderson’s photography and clientele. Soft curves and thin lines in the logo convey a soft caring touch, while the color choice, application and paper selection provide a comfortable home for Amy’s wedding photos and portraits. 



Amy Anderson Photography

Quantity Produced

250 business cards
50 of everything else

Production Cost


Production Time

3 Weeks

Dimensions (Width × Height × Depth)

Page Count

Paper Stock

French / Speckletone / Starch White / 100 C
French / Speckletone / Starch White / 80 T
Business Cards: French / Speckletone / Starch White / 100 C duplexed

Number of Colors





McCartney, Linda (thin weight) by Dan Cassaro
Gotham, Book and Medium by H&FJ


Description ---

Recent Posts



Project Description

Amy Anderson shoots on film and has established a warm, calm style across her portfolio. We wanted to create a look that was visually undemanding so that the photos could do most of the work without being overshadowed by some crazy logo or collateral. A simple, one-color palette of gray was our first step. Then, creating a thin, almost wispy, logo as the cornerstone of the identity helped solidify the sort of "background" presence that we hoped to achieve.

Production Lesson(s)

A project with this many pieces takes FOREVER to prep for print if you're only one person. Schedule (and budget) for that!”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

March 25, 2013


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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.


Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.


The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.


Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.

The End