How to build a logo with a long name. Working with long names can be a bit of a pain for a logo designer, especially when the name is the actual name of the person as you can’t get rid of anything. The important thing is to focus on hierarchy and what’s the most important elements that need the viewers focus. I knew that Reggie was going to be predominantly using his mascot, but his name needed to work as one layer that was together. Bumping the word “photography” down to a sub heading allowed u