branding

...the name

'twentyclicks', as a name, rolled off my tongue just as it does every time you say it. That is a good start for any brand name, but it has obvious photographic and back-country-travel links to support its image.

click...click...click... the sound of the camera, recording images, working the subject. People associate the mechanical sound of the shutter with the moment an image is captured. It is the sonic identifier of this visual medium. The other reference to 'clicks' is the military slang for a kilometre (although often spelt 'klicks').

Twenty is an arbitrary number that is realistic in both instances and happened to look and sound good.

To finish the name I joined the two words together. Doing this created an entity and, although I could further add analogies to nature and the participation of the reader, the truth is that the web is my point of contact and point of sale, so it makes more sense to limit confusion between the brand name and the domain name for my clients.

...the logo

The logo was designed to reflect the brand on many levels while ultimately serving the main purpose of being eye-catching and memorable. In Eastern Taoism the circle wu-chi represents the void or dimension in which everything is created or realised. To me it is also symbolic of the camera lens, the shutter button, and the film count window - mimicked here by placing the 20 inside. The position of CLICKS reminds me of the travel of the film wind lever and adds a dynamic element to the logo. Hopefully the cardinal points of the compass are self-explanatory!