It's a little obvious the whole light bulb/bright spark thing BUT - the photographic approach is interesting and something a couple of people have said they wanted to explore as an option?
These are simply photograms of a light bulb I believe and I think it works really well - the Ident is for a bar/cafe space but it translates across anyway. What is so nice is the way the image speaks back to the way the typography mimics the layout of text on a lightbulb. Clever buggers.
I think were we to use photography there would really have to be a relationship between image and typographic approach or ident as a whole etc...
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