District Photo is known as the solution for innovative retailers who want fast, beautiful on-demand products for their customers specializing in personalized printed products.

Discovery & Research

Before I took on designing the logo, I wanted to know more about the company I worked for. I knew they’ve been around for a long time, but what made the company tick? What inspired them? What was the secret to their long running success? My research lead me to their website, photos that are around executive offices to learn the history of the company, and from customer/former employee reviews. Once I was able to complete my research I began to build my framework which goes into understanding the business, the services they provide, why it matters and who the company is for. I’m breaking down my process below to help you understand what goes into discovery and research and the design process for identity design programs. 

Old Logo

District Photo History

In 1949, District Photo was founded as a small black & white photo lab primarily developing photos for the press. Through the next 50 years the business grew into a large wholesale photofinishing lab serving mid-Atlantic retailers and a national mail order film business. The consumer photo business guaranteed overnight service and our attention to prompt order management came from decades of fulfilling this very guarantee. 

The logo has been around since 1964.

Business Description

District Photo is the solution for innovative retailers who want fast, beautiful on-demand products for their customers. Our printing platforms are a one-stop shop for high demand e-commerce partners. If you want to offer the widest assortment of custom printed products, we have what you need and can tailor a product portfolio to showcase your brand.

Services You Provide:

  • Ink Printing on books, cards, stationary, yearbooks and other ink products
  • Prints for photos, posters, greeting cards and other prods.
  • Sublimation on mugs, wall decor, home and office accessories, apparel, electronic accessories and holiday ornaments

Why does it matter to customers?

Private label fulfillment for over 65 years specializing in personalized products for personal and commercial use.

What else can we add which is end-user focused? Appealing to your consumers/prospects?

  • Private Label Fulfillment Services 
  • Ink Printing on books, mugs, blankets and other products
  • Custom Personalization on any product – Deliver on the best service
  • Deliver on fine quality, great value and innovation
  • Seek out environmentally friendly options

Who are you for?

Think about who you are for. Who will you serve? Who are your customers? The customers are done with creating user profiles you currently have and the ideal customer you want to get. Here is are a few customers they currently serve:

  • Mass Retailers
  • On-demand Publishing
  • Specialty e-commerce
  • Schools
  • Sports
  • Professional Photos
  • Commercial
  • Government
  • Charities
  • Small Business
  • Event Planning
  • On-line Photos

What value do you give the customer?

Finding out what value you can provide to your customer is what keeps them coming back. What are the best services you can provide? Here are a few of what District Photo had to offer:

  • Scale: DPI has more HP Indigo printers than any facility in the world.
  • Unmatched silver halide printing.
  • Automation systems for sublimation
  • Enormous output and quick turn around times
  • Can handle high volume needs

Why are you different?

Knowing what makes you unique to the customer helps differentiate you from the competition. What makes you different? 

  • Digital Printing
  • High Volume Printing
  • Automation systems 
  • Quick turn around times 
  • Private Label Fulfillment
  • Scalability

Brand Attributes

The brand attributes, also known as core values help represent the brand. The below example is just a mini version of helping District Photo understand its core values using the Culture attribute. The process here is to brainstorm adjectives that will describe the company. We look into understanding the culture, its users, the company’s tone/voice and build on the key words to help create its positioning statement. 

12 Key Words

  • Quality
  • Excellence
  • Friendly
  • Happiness
  • Worthy
  • Productive
  • Fun
  • Cultured
  • Generous
  • Professional

Top 5 Key Words

  • Quality
  • Friendly
  • Happiness
  • Cultured
  • Excellence

Most Appropriate

  • Quality
  • Happiness
  • Excellence

The Logo Redesign

After researching through history, former employees and customer reviews, it came down to one simple word: Happiness.

District Photo states “We see how much time and emotion goes into the creation of each personalized product we produce. It’s a glimpse of how important it is that we make each item as good as it can be. It means a lot to us that we have been the ones who are trusted to create the product that will bring a smile to someone’s face. We strive to meet a few simple principles with everything we do.”

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