DescriptionWith M/X Photography, I was lucky enough to be a part of the creative process from the very beginning. When it came to creating a name for his photography company, I thought it would be cool if we got rid of the 'a' from his name and just called the company "MX Photography."
Fortunately, the name was already taken. So when I mentioned the idea to a friend, she told me that 'MX' was the numeral for 1010. That's when I got the idea to place the forward slash between the letters, making it 10/10.
As for the tagline for the company, I suggested that Max used "Vivunt in Memoria," a Latin phrase meaning "Live in the Memory," since that was exactly what Max would be capturing: memories.
For the overall look of the identity, Max wanted something that represented both himself and his style as a photographer. Personally, I think the identity fits him perfectly!