Technology empowering people !
Identity is one of my favorites, and branding is one of the most important issues inside the identity world, do the MuuTTa brand is the consequent of years observing, reading and thinking about this human technique, my curiosity about branding comes from my infancy, I remember read brands before understand the letters.
From the beginning I was thinking in integrate the image-brand with the word-brand, mi fist idea was do something like airwalk logo with the time this idea evolved.
First I did a fonts exploration in fonts.debian.net (yes, Open Source fonts) and after testing a lot of fonts I select 4 (
whipsnap.ttf, wagerwon.ttf, unanimoi.ttf, rambling.ttf) and I wrote the brand in capital and small case for get feedback from others (see comments in english, spanish and french).
Is interesting that most people (14/20 votes) do the some selection with comments like I can’t explain way but I have a good feeling with the last in the first column, I was so happy because I had the some feeling when I chose the font (before write the word), this is the first brand concept:
After that come to my mind the idea of show the concept of human creativity (is part of my intrinsic motivation and identity) in the brand and reflect diversity and beauty, the automatic reflect was put human hands, I do some test using as base hands from Open Clip Art and finally and getting a little of inspiration from the decoration of the villa-maria metro station (I love this style) I do this second concept that is a mix with the idea of write the word using rings °muutta°:
Was a surprise for people close to me that the red colour (my favorite) wasn’t in the logo, why? is product of and old conversation With Tatiana, she explains me that red colour have a negative and aggressive psychological effect (example: teacher corrections using red pencil). The first letter is blue because blue is the colour that more people associate with technology and more after Facebook and Twitter.
When I was doing the first logo I try put the hand in the first and last letter but I let this idea, after i get feedback from Andres, he told me me something about problems with the composition and suggest me to integrate the hand with the firs and the last letter, I put my hands on and also I do an improvement for the fingers because the was very irregular and this is not good for “print” the mark in different materials, I’m not an expert designer but using as base this image that I find in Internet:
I get success for do the final version of the image-brand:
I was so happy and more after see a documentary when I learn that the principal difference between our DNA and the chimpanzee are the code related with the thumb, yes are the thumbs in the hands that do human humans, creativity is in our hands.
After I do small fixes in the colours (removing small transparencies) and I put all in this final document:
I do all the work related with the logo using the Open Source software Inkscape.