Xiaogui Dangjia is a professional photography brand with children's photography and parent-child imaging services as its core. It focuses on newborn portraits, 100-day photos, one-year-old photos, children's art photos and family parent-child photos. It is committed to using professional photography technology and childlike creative scenes to capture the most precious moments of children's growth for every family.
The brand name "Little Ghost" is a homonym of "Home Alone", which is full of fun - "Little Ghost" is the most affectionate name for Chinese parents for their children, and "Dangjia" means "to be the best", conveying the brand's service commitment of making every child the best protagonist in front of the camera. Qingmei Future was commissioned to lead the brand identity design.
The design goal of the brand logo is to convey the brand image of "every kid is the best protagonist" through the visual language of childlike cuteness, professional photography and warm memories.
design concept
The logo takes "Little Star in the Lens" as its core concept, integrating a camera lens with a lively and cute silhouette of a child. The lens is the core tool symbol of the photography industry, and children are the protagonists of brand services - children shine in the lens, and every shutter release leaves the most shining moment for a little star.
graphic language
The graphic uses a circular camera lens as the overall frame, and the circular lines are presented with moderate thickness, just like the metal rim of the lens. Inside the lens ring, a lively silhouette of a child is the core image - the little person is presented in a cheerful posture with his hands raised above his head and his feet slightly raised, just like the moment when a child happily shouts "eggplant" in front of the camera.
The top of the child's silhouette is embellished with a small star. The star is slightly tilted as if winking mischievously. It is not only the visualization of "Jia" - the best and brightest, but also coincides with the star image of the brand's English name "Little Star". The stars are presented in a simple pentagonal shape, with rounded and not sharp lines, conveying the safety and friendliness of the children's brand.
The upper right side of the lens ring is marked with a small shutter button dot, which is like the moment when the camera is pressing the shutter - the entire logo is fixed at the moment of "click", conveying the core value of "capturing the moment" in the photography industry. The overall composition is constructed with a circular structure of "lens as the frame, the ghost as the main subject, and the stars as the dots".
Font composition
The Chinese version of "Little Ghost is Good" uses a round and jumping childlike font, with chubby strokes and a lively and asymmetrical structure. The word "Little Ghost" is presented in a slightly larger font size, like a child announcing his name aloud; "Dangjia" follows closely, ending with the same lively brushstrokes. The English "LITTLE STAR STUDIO" is arranged in rounded sans serif font, with full and cute letters.
color system
The main color, Little Ghost Orange #FF7043, represents vitality, happiness and the brightest smile of childhood. Orange is the most contagious warm color among children's brands - bright but not dazzling, warm but not anxious, just like the ever-red apples of a child's face. Auxiliary star yellow #FFD54F is used to emphasize the star elements and highlights in the brand system. The yellow color is like twinkling starlight. Auxiliary sky blue #42A5F5 is used for background and scene elements in the brand system. The blue color is like the most common clear sky background in children's studios. Auxiliary Soft Powder #F8BBD0 A product line for newborns and baby girls. Pure white #FFFFFF as standard base color. The overall color is dominated by warm tones, reflecting the brand temperament of "warmth, happiness, and childlike fun".
Application extension
The logo can be widely used in photography store fronts, studio spaces and reception area logos; album covers, photo watermarks, refined plates and photo frame nameplates; official websites, online appointment platforms and social media images; parent-child photography exhibitions, maternal and child expos and brand cross-border cooperation images. In the refined photos, the logo is presented as a translucent watermark in the corner of the screen, and the silhouette of the little person in the lens ring echoes the real child in the photo - the brand logo and the photography are unified in the same screen. On the cover of the photo album, the orange logo is presented on the leather photo album using hot stamping technology. When parents open the photo album, they will see a cheerful little person shining in the camera at the first glance, which is like opening up a most precious memory of growing up. In the dynamic vision, the lens ring gently rotates to focus, the silhouette of the little man gradually becomes clear from blur, the stars light up and twinkle above the head, and there is a "click" sound of the shutter - a perfect photo is born.
brand meaning
The logo contains three core images: Star of the Show - the silhouette of the child in the lens conveys the brand promise that every child is the most shining protagonist in front of the camera; Professional Photography - the lens ring and shutter button convey the industry attributes and professional capabilities of children's photography; Joyful Memories - the cheerful children's postures and warm colors convey the brand's emotional value in capturing happy moments for families. The overall design conveys the brand vision of "every kid is the best protagonist".
Improper Usage (Protection Specification)
Do not change the circular proportions of the lens ring or the cheerful posture of the child's silhouette; do not delete the star element or the shutter button; do not change the hue of the main color of Little Devil Orange; do not replace rounded lines with sharp edges and corners; do not split the lens and use it alone with the child's silhouette; keep the white space ≥ 25% of the graphic diameter; the minimum display width must not be less than 20mm.
design results
After the release of the logo, Little Devil's brand recognition and family popularity in the fields of children's photography and parent-child imaging services have significantly increased. "Little Star in the Lens", with its visual language that combines photography expertise with childlike warmth, has become the core identification symbol of the brand system, showing the brand vision of "every kid is the best protagonist".