The main goal of the logo itself was to solve the problem of Mo and Cultivation being so long and asymmetric. To resolve this I hyphenated cultivation and incorporated a mark based on the initials that could stand alone and be used at small sizes.

The abstract mark gives the impression of a platform, a space and a centre of culture in the physical realm that Mo Cultivation aspires to one day grow into.

The typeface used is Owners XWide, a wide typeface that harks back to handmade signage in LA which ties the aesthetic to street culture. New Spirit was chosen as the secondary font to emulate the newsprint typefaces of the 90s and give copy the feeling like it's straight out of a magazine ad from the 90s.

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