Memo.ai

Memo.ai is named for the thing it does, which sounds like an advantage and is not. When the name already explains the product, an identity that also explains the product becomes a diagram, and a diagram is not a brand. The constraint we set was to build something with no illustration in it at all. The identity is one geometric sans, white on black, set tight enough that the name reads as a single object rather than a row of letters. Nothing else is in the frame, and that restraint had to survive contact with a real product, so the web design carries the same discipline. One typeface, two colours, and no decoration introduced to fill a gap. The wordmark now works as an interface element and as a logo at the same time, which is the only way a name like this earns attention it has not already been given.