Brand sheet · prototype v1 · September 2026
Ed Asmus Photography
Built around Ed's new logo (folding-camera mark, “Ed Asmus / Architectural Photography / Est 1981”). Neutral palette so the photographs carry the color.
Primary logo · vector (traced from Ed's file)
As supplied (New Letterhead / new logo copy.jpg)
Mark
Favicon
On dark: the logo always sits on its white field, as on Ed's letterhead. Never recolor the mark.
Header size: 44px tall (38px on phones). Clear space = the height of “EST 1981” on every side.
Color
Logo black · headlines · buttons
Body text
Logo tagline gray · labels
Muted meta
Hairlines
Panels
Page background
Logo field · cards
Type
Sacramento-based architectural photographer serving architects, interior designers, builders and developers across California.
Architectural photography · est. 1981
Interface
Read the case study
Placeholders for Ed show as {{placeholder}} until confirmed.
Voice: confident, experienced, warm. Proof over hard selling, soft calls to action, no discount language.
Imagery: the photographs carry the color
