Established around 1976, Photoquip established itself as a premier photography studio – that manually processed and printed photographs. Later in 1984, it collaborated with leading group Elinchrom - the world's leading studio flash system manufacturer - with a view to export studio flash systems to Switzerland. A decade after its formation, Photoquip felt the need to grow at a quicker pace, and the company went public with Photoquip India Ltd. The logo uses an extra light, uppercase style providing the brand image the required contemporary and universal look. The suggestive use of red coloured tail of ‘Q’ – making a white (reversed) shape inside the solid circular body – connotes the sound of shutter clicking, the sight of sliding of photo prints out of the printing machine, and other equipments and their applications etc. The illusion within the letterform is symbolic of cutting edge products and photographic solutions for the respective fraternity.