We wanted to capture the actual moment of the shooting: the eye, the framing, the targeting. Those keywords evoke images that led us to a visual outcome of two forms: the circle, inspired by the eye and the shape of the lens; and the arrow-like shape inspired by an eye that blinks with the click. The frame is used as an additional element, a void in order to let the user frame his or her own theme. A new typeface was designed as part of the identity.
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