THE BRAND
mellow® is a home accessory & furniture concept store, focusing on creating a tranquil home experience. From home accessories to exclusive pieces of furniture, mellow® aims to create a balanced, serene touch to homes and to beautify their customers' world. This brand identity and custom typography logo have been meticulously designed to reflect the meaning of balance, infinity and calmness.
What is an Ambigram?
An Ambigram Logo is a calligraphic or iconic design that has several interpretations visually or as a written word. The word Ambigram was coined by Douglas Hofstadter, an American scholar of cognitive science.
Why Ambigram as a design choice?
During the design exploration phase, there was more than one suggested direction. Though the Ambigram was decided that it was the right choice, not only conceptually but also aesthetically. During the thinking process, we found that the use of ambigram shapes and words, create a more tranquil experience to the eye, because ambigrams inspire balance and equilibrium.
Design decisions
Choosing all lowercase logo was an intentional choice to give the brand a humble feel, and also the lowercase made the word mellow almost symmetrical. The main challenge was to create a glyph that will look like an 'o' when upright and an ‘e’ when it's upside down. Also by making the lowercase 'l' slightly shorter than usual, gave the final logo a unified look. During the design process it was very important to continuously test the animation of the logo to create a final result that is balanced.
