EDIT: Do not submit concepts that incorporate the shape of an aperture. The brief states this preference clearly.
The name Natural Apertures is a reference to the intuitive user experience provided by a professional website. It also references a seamless or “effortless” window into a photographer's world — i.e. his or her portfolio.
NatAp focuses on developing simple, elegant yet pragmatic design in order to to facilitate "natural" interactions between a photographer's portfolio, products or services, and his audience.
The majority of competing website providers offer theme-driven subscription services. These platforms are excellent for creating a website. Using a website to market effectively to an online audience is a different thing entirely, and requires a website that can accommodate the specific ways in which a photographer markets a business.
It’s important to note that no two photography businesses are alike. There’s no blueprint for success in this business, and the people who make it tend to develop very specific methods for marketing and communicating with an audience. Natural Apertures is a good fit for this subset of professionals because we develop a unique front end design, and customize the back-end workflow per the photographer’s existing or desired workflow.
This is not a premium service, and should not be positioned that way (by the mark). The theme-based competition have a potential advantage where pricing is concerned, in that the solutions are offered at monthly rates that start around $20. Our position against this that we provide a very professional product at a lower cost of ownership. This means that the cost of a NatAp website is much lower over the span of a typical website’s lifetime.
Last thing — I am a landscape photographer, and given the name of this organization (Natural Apertures) it would be easy math to create a mark that leans towards landscape or nature photography. This would pigeonhole the company into a limited area of photography, which is not what we seek.
In addition, the use of an aperture as the basis for a mark is off target. An aperture is emblematic of a lens, which has nothing to do with an intuitive website experience. Of course, it's related to photography just like this business, but it does not accurately represent the business concept.It's probably also the most prevalent cliche in photography logos. Please don't provide designs that incorporate an aperture (thanks in advance!).
This mark should convey boldness, independence, and craftsmanship. We also seek simplicity.