Motherbird reinvents the expected delivery of a logo for the agency Something, by saying it out loud.

Motherbird created the brand identity for Something - a creative content agency based in London, that will make you think rather than see. The brand's concept revolves around the idea of a "no logo" logo. "What if we helped the brain subconsciously brand for you? What if we were left to fill in the gaps?" Research shows that we learn far better by doing and participating than watching passively. Motherbird challenges the audience to participate.

Something - a thing that is unspecified or unknown. It can mean anything or nothing at the very same time. Typically, you see a logo, identify it and make associations, rarely saying the brand out loud. By censoring the logo and incorporating it into language, Motherbird encourages the audience to fill in the gaps placing Something in the subconscious through the conscious.

A brand built around language provides us with limitless opportunities to play, evolve and even provoke. There's even an interesting reference to an episode of Mad Men, when Don Draper presents a Heinz advertisement with no ketchup bottle in sight but instead with the products ketchup is expected to be put on. The scene ends with the saying “you’ll be thinking of ketchup all day…and you didn’t even see it”. Something for you to think about.

Something - a thing that is unspecified or unknown. It can mean anything or nothing at the very same time. Typically, you see a logo, identify it and make associations, rarely saying the brand out loud. By censoring the logo and incorporating it into language, Motherbird encourages the audience to fill in the gaps placing Something in the subconscious through the conscious.

Motherbird is a Brand Identity & Design studio based in Melbourne, Australia. Their motto "A good brand is part of a conversation, a great one starts it" sets the nature of their work. The team of brand creators pride themselves as rule breakers and game changers, to create brands which tell stories and are driven and inspired by authentic beliefs - brands that are not just visual but also audible, tactile and strategic. Their work spans from brand and campaign, identity and strategy, to digital, print and spatial design.