Interview with designer Luka Balic (LB), regarding views on design, and for the award-winning design Jae Murphy Corporate Identity.

For High-Resolution Images & More Info Visit:

Interview with Luka Balic at Sunday 13th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
LB : I was inspired by light and shadow play that defines the objects in negative space and make "uncommon view of the commonplace" which is client's slogan.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
LB : I wanted to create something different, eye-catchy and unusual to make the client stand up against competition and to represent her slogan the best way.

DI: What sets this design apart from other similar or resembling concepts?
LB : While making a research I reviewed hunderds of photographer's identities and none of them use shadows and negative space this way.

DI: What are some of the challenges you faced during the design/realization of your concept?
LB : Creating a negative space logo is hard enough. Embedding initials J, M, camera and tripod together while keeping it simple and natural, was the biggest challenge.