A New Look for Us.

Our recent move seemed like a perfect opportunity to revisit and revitalize our identity.

One of the first things we did was go down the initial path. Like IBM (formerly International Business Machines), we decided to refer to ourselves publicly the way we refer to ourselves privately – as M&K. The decision gave us the ability to create a strong visual mark that could be used in a number of ways. Of course we didn’t alter the name of the agency, which appears in dark grey under the M&K mark.

Going away from the cool grey-blue color of our former identity, we chose dark lime (PMS 383) and deep orange (PMS 138) instead. Why? Well, according to color experts, subtle shades of orange radiate warmth and vitality, while the green we chose appeals to upscale buyers when combined with other colors in an interesting or complex way. And that’s exactly the emotional takeaway we want for our agency!

Here you can see how effective our new logo is when applied to standard business forms such as cards and stationery.

Which brings us to the $24,000 question: is a logo the same thing as a brand? According to Wikipedia, a brand “includes a name, logo, slogan, and/or design scheme associated with a product or service … and is a symbolic embodiment of all the information connected to it … representing implicit values, ideas and even personality.”

Which means we didn’t just change our look … we changed our personality, too!