Shoot! by Trent Edwards

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CLIENT

A hypothetical online wedding guide for the unexpectedly expecting. Shoot helps you prepare your wedding in an accelerated timeframe, helping you get married before the bride starts showing, while simultaneously helping you prepare for your new baby. 

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BRIEF

Create an identity that is playful and humorous, poking fun at the situation, while maintaining sensitivity.

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APPROACH

The combination of the engagement ring and rifle crosshairs in the icon of the logo was the perfect blend of classic wedding iconography and humor. The color selection and simple flourishes hint at a Victorian style commonly associated with weddings, while the line quality and use of Neutraface keep a fresh, modern, and romantic quality.

A logo for a shotgun bridal guide website could easily descend into tastelessness, but Trent’s concept is both sophisticated and beautifully executed. The company name that Trent developed—Shoot!— is a witty play on words, and his combination of the crosshairs with the engagement ring is a clever combination to match. The mark is upscale enough to appeal to a bride-to-be, while still maintaining an appropriately understated sense of humor and edge. — Paul Kepple, instructor at Tyler School of Art, Temple University