Mo Cultivation Branding

Mo Cultivation is a new urban platform with a focus on up and coming Irish acts as well as global music news. It covers Black culture across many different disciplines from music to art to streetwear. The founders approached me looking for a brand identity that was bold, fierce and reflected the culture it represented. The branding takes inspiration from 90s hip hop magazines and features a warm, rich colour palette with a pop of sage for freshness. The blacks are a deep brown and the whites are cream giving the branding a faded, retro look and feel. Paper textures and folds give this digital platform a grounded, tangible aesthetic referencing the old school magazines that have paved the way for today's creatives.

Branding

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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