Com’è nato il mio logo

Jeff Bezos, CEO of Amazon, sums it up in a simple sentence: “Your brand is what other people say when you are not in the room”.

 I like this thought and I think it fits my logo, which is not just the F of the initials of my first and last name: Francesco Fanti

It embodies the semantics of both the world landscapes I shoot and my soul.

When I saw it for the first time I thought of the winding curve of the hills where I have always lived. When I looked at the drawing, I saw the waves of sea. When I heard it, it was a sinuously shaped violin. In any case, this pattern of contrasts transmitted a music in which I felt I belonged, exactly like the melody that comes to my mind when I am outside shooting, at the time and in the natural places I love.

Not only are those black and white areas that perfectly fit into each other the results of a very good shot, they are also a virtuous example of how the emotional peaks of my life culminate in a viewfinder frame, in a place that, after all, is physically confined, where they can finally find their balance and become infinite.

Just like the feelings a photograph can generate, when you decide to go into it and live it.

In my logo you can see a lot of images, feel different vibrations, be free to find black and white, light and shadows, depending on your moods, because this is what I would like to be told about me when I am not in the room, but my shots are: my alter egos.

If only one of you can tell one of my shots, even with the smallest emotion, whatever it may be, positive or negative, then you will have told an entire novel about me and I will be happy. This is my “Ikigai”, the reason for which I do my job deciding to be simply what you see in my pictures, and nothing more.