What a step and repeat is for
The name comes from guests stepping in front of the wall, being photographed, and repeating along it. The logos repeat in a pattern so the brand appears behind every person, in close-ups and in group shots, and in photos shared on social media long after the event.
The logo pattern
- Use a staggered, brick-like pattern rather than straight rows and columns, so a logo appears in every part of a cropped photo.
- Size the logos so a full logo fits beside a person's head and shoulders. Too small and it disappears in the photo; too large and it is cut off in every crop.
- Leave even space around each logo, so it reads cleanly and does not merge with its neighbour.
- With two logos, such as an event and a sponsor, alternate them through the pattern so both appear in most crops.
Size
Common sizes include 8 x 8 ft and 8 x 10 ft, wide enough for a small group. Check the space at the venue and the height of the room before choosing. The square wall in Booth Studio previews a 10 x 10 ft square design in 3D.
Colour and background
Keep the background plain and the contrast high, so logos read in any light. A mid or dark background flatters skin tones and hides shadows; a white background looks clean but can make flash photos look harsh. Test a few photos of real people against a sample if you can.
Material
Choose a matte finish. Glossy vinyl reflects camera flash and leaves bright spots in photos. Fabric backdrops are light, fold small and avoid glare, which is why they are popular for events that travel.
Files
- Use vector logos so they stay sharp at full size.
- Build the pattern to the supplier's template, with the bleed they ask for.
- Check where the frame's poles or stand will sit, so logos are not hidden behind them.