We jumped at the chance to design the visual identity for San Francisco Bay Area photographer, Chad Ziemendorf. Although he specializes in architectural photography, Chad also shoots portraits, landscapes, food and sports â€” basically anything with an interesting visual story to be told. Chad also happens to be a former professional baseball player. Our concept for designing his new logo was to hint at the timeless aesthetic of Â baseball, without overtly referencing the sport. We borrowed the style of old fashion uniform patches and modernized them by using a heavier line weight and complimenting them with simple, sans serif typography. After a thorough color study, both Chad and the team at Alphabet Arm felt like the monochromatic solution was the way to go. Nothing says timeless like black and white.