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This logo design will be the cornerstone of my web presence and my business cards/letterhead. My business, Laura McArthur Photography, is targeted to upscale parents and families. My work is "lifestyle" photography; more photojournalistic than formal. Catching a look, a moment, a mood. The kind of images that you'd want to blow up in B/W. Though my work now is on the cusp of "trendy," I got my start in the darkroom. I have a relationship with the art.

I need a logo that will work equally well on my splash page (etc.) and my business cards. It would be helpful to have a design that can be "simplified" if needed for use as a watermark. i.e. taking any background design off and leaving the typography.

The typography and design should not overpower the photographs. The design should be elegant, sophisticated, easy-to-read and clean.

I like William Morris designs and leaves, but nothing complicated or cutesy.

For colors and potential backgrounds, think Pottery Barn.

The menu font used on my web site is Trajan, and the body copy is Garamond. So the fonts you use need to be compatible (or maybe one of them the same?) as these.

I like mixing light and heavy/bold typography and serif/sans serif. For example, having "Laura McArthur" in a light font, and "Photography" in a heavier font below or to the side.

My target audience is an upper middle class woman. Again, think Pottery Barn or William Sonoma.

Am open to colors, but am drawn to light blue/green like PMS 317U, a warm pumpkin, nutmeggy PMS 158U, simple green (not dark or forest) and grey (50%). These are just ideas.

Absolutely necessary: Laura McArthur Photography.

I would like the consumer to be drawn to the typography, design and colors of the logo. Nothing over the top. It should look like an "established" presence, but young.

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