“As a business focused on creating high quality and beautiful visuals, it was important to have a brand identity that reflected that focus. We also needed a solution designed to fit our specific use cases.

Working with Types & Symbols was exactly what we needed. They took the time to fully understand our brand and craft elegant options for consideration. I’m beyond happy with how it turned out. It was exactly what we needed.”

—Mark Paden

The Opportunity

Mark Paden was in need of a new visual identity that reflected his maturity as a commercial filmmaker and the strategic nature of his business. Seeking to communicate his data-driven approach, he asked us to help with a brand strategy that included naming input and a new visual identity.

The Team
  • Mark Paden



Mark shoots with cinema cameras, and has become a master at the craft. He knew from jump that he wanted to communicate the premium nature of his offerings, both to filter out the wrong kinds of clients and to reach the right ones. We worked with him to set a brand tone that communicated his craft, warmth, and precision.

Identity Elements

Mark deals in beautiful visuals, and from the beginning we knew his work would be the focus. So we explored identity directions that were bold enough to work in one color, and minimal enough to let his filmmaking arrest the attention.

After working through a few rounds of proposals, we dialed in a custom-drawn wordmark, paired with some warm colors and a serious supporting typeface.

Data-driven Storytelling

While we can't take credit for designing the website, we'd definitely recommend checking out some of Mark and his team's beautiful work.

Many thanks to Mark Paden for the use of his photography in this case study.