Mental Moment logo placed on a textured grain background

Date

March 2021

Client

Mental Moment

Services

Logo and brand design

Mental Moment

I had the privilege of making a logo for a friend who is developing a website that will provide inspirational, philosophical, and thought-provoking content. Due to its cerebral nature and the connotation of a brief pause, while sketching, I realized that an ellipsis combined with a face would be an appropriate answer to visualize the idea, “stop and think.” Color reinforces an additional allusion: the rhythm of traffic.

Combinations of the full logo in color, black, and white along with the logomark in whiteThe reasoning behind the logo. Reads: “The Logo. “Stop and think.” That’s the primary idea behind MentalMoment.com. In an effort to visualize this, there are two components: the logomark and the logotype. The logomark is combination of an ellipsis and a face. The color is a throwback to traffic lights where we stop, pause, and go. This idea can also be applied to thought. The logotype accompanies the mark. It’s set in LTC Globe Gothic, which is rooted in the work of two early 20th century American typeface designers: Frederic Goudy and Morris Benton. While antique, it still feels modern.”Some commentary about the brand’s typefaces. Reads: “Type. LTC Globe Gothic has been used for the logotype, while Chivo and PT Serif are meant for the rest of the branding. Chivo is a display font that’s adapted for headings and large type sizes. PT Serif can be used as body text. It works well in long passages of content.”Description of the color palette. Reads: “Color. The color palette is inspired and informed by the vibrancy of traffic lights and the rich, muted tones of academia. Primary colors that are meant to be used frequently are black, white, and off-white. Red, yellow orange, and green are meant to be secondary accents and are used sparingly or in large doses—depending on the context.”Introduction the brand application. Reads: “Brand Application. The logo, type, and colors can be used in many ways to create a brand identity. Here are just a few examples that include product mockups and social media posts.”A set of three pins, in various colors, with the logomarkTwo t-shirt mockups: one with the logo on the front and the other with the tagline, “stop and think,” on the backField Notes-esque notebook mockup with the logoAn Instagram post that reads, “The Study of Beauty,” beside a 20th century watercolor study of yellow wildflowersAn Instagram post that reads, “Pursuing Truth. Venturing towards the light in a post-truth world.” Showcases early 20th century news broadcasters lined up with film cameras, three of whom are standing on the roofs of three separate cars.An Instagram post showing a quote from Dejan Stojanović that reads: “There is a another alphabet, whispering from every leaf, singing from every river, shimmering from every sky.” It’s overlaid on a view of a canyon in Utah.The logomark reassembled as the portrait of a man in space, with the ellipsis portion over his head comprised of Earth, its moon, and MarsThe logomark on a textured grain background

Colophon

Type

  • Chivo, LTC Globe Gothic, and PT Serif

Images

  • “Simple Agenda Mockup.” Graphic Pear.
  • Earth. NASA.
  • “Man facing sideways” by Spencer Selover. Pexels.
  • Mars. NASA.
  • Moon. NASA.
  • “Movietone news field staff Sydney, 1938” by National Library of Australia. Flickr.
  • “Mug PSD MockUp #2” by Raul Taciu. GraphicBurger.
  • “North American wild flowers” by Biodiversity Heritage Library. Flickr.
  • “Pin Badge Mockup,” MockupsForFree.
  • “Stars during nighttime” by Free Nature Stock. Pexels.
  • “T-Shirt MockUp PSD” by Raul Taciu. GraphicBurger.
  • “The Landing” by Brian Heimann. Unsplash.

Related work

  • Byron Jacobson Photography
  • Crescent Moon Coffee
  • Morning Fog

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