My Logo


I designed the logo you see at the top of my web pages. It seemed only natural; logo design was always my favorite part of being a graphic designer. I don't believe a good logo requires an explanation, but I provide one here for those who are curious.

There are several levels of meaning in my logo. Perhaps you have deciphered these already:

  1. There is the obvious meaning: the name of my business and an f, which clearly stands for my last name, Fretz.

  2. There is a deeper, photographic meaning. One of the many adjustments you can make when you take a picture with a good camera is the camera's aperture, or lens opening. It can be changed to achieve varying degrees of depth of field in an image, or simply to get more or less light. The aperture settings on a camera are known as f-stops. Without getting too technical, f-stops are labeled numerically, and there is a progression, e.g. 2.8, 4, 5.6, 8, 11, and so on. Each number corresponds to a specific aperture size and amount of light. These f-stops are denoted as f/2.8, f/4, f/5.6, etc., and they are a very important part of creatively using a camera. For my logo I borrowed the f/ from aperture setting notation, which traditionally appeared in an italic script, like this: f/8. Incorporating this "hidden" secondary meaning of the f into my logo symbolizes the integral role of the creative use of technique and equipment in my work, as well as my sense of awe at the amazing technical tool a good camera is.

  3. A well-designed logo should incorporate several levels of meaning, but do so in a simple and visually efficient manner. If you stare at the f figure long enough, you begin to see another letter emerge, particularly in the italic version of the letter that I've used in my logo. The "tail" of this f can also be read as a j—for Joe, my first namethus producing a simple monogram of my initials, JF.

  4. And finally, the red-orange color of the f in my logo is a photographic redit is in the range of the color spectrum that does not affect or expose photographically sensitive materials, like traditional camera film and photo paper. That is why photographic dark rooms, in which film and paper are handled and processed, are lit by red and/or orange safe lights. The use of this color in my logo symbolizes the origins and traditional practice of film photography, as well as my personal roots in teaching and practicing dark room photography.