You may have noticed things looking a little sharper and more colorful around here. That's right, we got a branding upgrade—and we hope you love it as much as we do.

Over the last couple of weeks, we rolled out changes to our branding with more updates in the pipeline, but for now, I'd like to spend some time introducing you to our new logo, and go into some of the inspiration behind it.

What's wonderful about our new logo is that it's pretty versatile—you'll see it displayed in a variety of ways across our channels, each with a different purpose. We wanted a logo that was flexible enough that we could use in numerous dimensions and contexts.

But let's back up a little bit.

As the process of retooling our logo began, it made sense for us to look for inspiration in a familiar place—camera gear. More specifically, vintage camera badges, numbering, and stamping. Through our 41 years in business, these familiar sights have been weaved into the fabric of this company.

And if you ask us, nothing conveys legacy and heritage quite like machined lettering on a classic film camera. It speaks of precision, but with a human touch—an artisan's handiwork.

Looking at gear like this just makes us feel warm inside, and we aimed to convey some of that feeling with our logo and typography.

In addition to the lettering of our logo and outlined fonts on our site and elsewhere, you'll see us using lines from distance scales and focusing rings as design flourishes.

A Look At The Inspiration Behind Our New Logo: Camera Engravings And Machine Lettering

One thing that hasn't changed around here is our commitment to going beyond for all the camera lovers that make up our community. You'll still find the largest market of field-tested, expert-graded photo and video equipment in the industry right here.

A Look At The Inspiration Behind Our New Logo: Camera Engravings And Machine Lettering