I began this branding project shortly into the summer of 2009. Jimmy Clarke, founder of Usnaps.com, described his company in short as “for everyone who wants a little choclate before dinner”. Usnaps.com is a full service photobooth service that allows party-goers of all shapes and sizes to shoot fun, very professional looking photos and then upload them to the website of their choice. It’s your favorite photobooth turned web 2.0. Meeting the target audience was a difficult task. One hurdle to jump initially was how to make this appeal to “grandmas and hipsters”. It had to be safe, yet daunting. Wholesome, yet sassy. I set out to find out how to make this work. Here are my first few rounds of logos presented to Usnaps.com

These options, while valid, were all lacking in some important spot. The first one was too edgy for grandma, the second was too safe for hipsters and the third one was just right.

Museo Sans held its own as being the new-age anchor to the older custom script font of the U. It was a little bit for everyone. Grandma could recognize the U and Mr. Tight black Jeans (that being a hipster) could relate to the new Museo Sans font on the bottom. It was a good handshake from both teams. I really wanted to work the star into the logo somewhere. It’s such a classic sign that carries so much weight as a symbol. I liked it not only as a camera flash but as a sign of high class and sophistication.

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