About
Chriative Minds Royal Concept (CMRC) is an non-profit organisation that finds purpose in "Hands and Humanity". They develop creativity and help young minds overcome life challenges along the fulfilment of their life purposes. CMRC has budding sub-brands; Chriative Minds Royals (CMR - Wears and Crafts), Chriative Minds Literati (CML - A Literature Oriented Brand), and Chriative Minds Media (CMM).
CMRC reached out to me to help them rebrand and further enhance the face of their brand. From the images above, the one to your left is the old logo for the brand while the one to the right is the solution I brought into the whole narrative.
After I was done with the whole brand design process, I asked my friend, Samuel to create an epic reveal for the new logo. We decided to spice it up with Micheal Conn's Pitcairn Story to further accentuate the epic feeling of the logo reveal.
Ideation
The concept behind the logo is that two “hands” forming a “heart” symbol in the negative space and overall creating an illusion of a crown. The hands form the reference items for humanitarianism, craft and help. The heart symbol further elevates the common reason for the existence of the brand. The crown illusion the whole formation is giving suggests the royal disposition of the brand. The horizontal line beneath it is just there to make it look like a real crown. The edges of the logo are rather soft and rounded to emphasize the brand’s persona, which is “caregiver”.
I used Milanote to organize my detailed creative process. Not only was I able to keep track of the process with the digital tool, I also invited my client to the Milanote board to do the same and also for accountability sake.
The choice of the colours for the palette is to further highlight the brand's attributes of royalty and creativity.
"Varela Round" was considered the typeface for the brand because of its roundedness which portrays a feeling of love, charity and help. "Monsterrat" is the appropriate typeface that pairs well with it.
Main Lockups and Sub-brand Lockups
A showcase of the sub-brands.
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