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About

About

A brand refresh for a digital agency in Pasadena, CA.
Published:
While contracting with Conscious Minds, I worked directly with the Executive Creative Director on refreshing the Conscious Minds brand to breathe into their former logo and reinvigorate the face of the company to tell the story of a young and spirited studio. 
 
The initial steps of the project only were investigation into color theory and if they could expand or change their color palette, would it be true to the CM story?
 
The design itself was an effort to give the mark a consistent rhythm throughout. The previous logo was not visually whole, its pace differed as you read from left to right. To counteract this, I used a single typeface and created an outlined version of the icon to mimic the thickness and openness of the type as if it were an extension of the typeface.
 
Creative Direction:: Cameron DeArmond
Art Direction // Design:: Matthew Perdue