MKI Branding & Logo

Branding

Logo Rationale

ochre |´ok?r|

noun
an earthy pigment containing ferric oxide, typically with clay, varying from light yellow to brown or red.

• a pale brownish yellow color.

 

particle |´pärtik?l|

noun
1 a minute portion of matter : tiny particles of dust.

• [with negative] the least possible amount : he agrees without hearing the least particle of evidence.
• Physics another term for elementary particle
• Physics another term for subatomic particle.
• Mathematics a hypothetical object having mass but no physical size.

2 Grammar a minor function word that has comparatively little meaning and does not inflect, in particular

• (in English) any of the class of words such as in, up, off, over, used with verbs to make phrasal verbs.
• (in ancient Greek) any of the class of words such as de and ge, used for contrast and emphasis.

ORIGIN late Middle English : from Latin particula ‘little part,’ diminutive of pars, part-.

 

element |´el?m?nt|

noun
1 a part or aspect of something abstract, esp. one that is essential or characteristic.

• a small but significant presence of a feeling or abstract quality
• the rudiments of a branch of knowledge
• a group of people of a particular kind within a larger group or organisation
• Mathematics & Logic an entity that is a single member of a set.

2 (chemical element) each of more than one hundred substances that cannot be chemically interconverted or broken down into simpler substances and are primary constituents of matter.

 

gear |gi(?)r|

noun
1 (often gears) one of a set of toothed wheels that work together to alter the relation between the speed of a driving mechanism (such as the engine of a vehicle or the crank of a bicycle) and the speed of the driven parts (the wheels).

The parts that make the sum

1.The particle - circle/dot
2.The links
3.The half circle
4.The gears
5.Individual

As a microcosm of any atomic structure, particles are the basic constituents of any discernible element. In turn the elements interact with one another to produce different results. Life is simply a larger and more complex interplay of this illustration made here.

Innovation is the result of deliberate and conscious manipulation.

From the smallest to largest particles (the two orange dots, the third bigger half circle encasing the gears) much like human beings, interact with each other and thereby cause many aspects of life – the gears, to be. Sometimes such interaction alters the very course of life – how the gears move; e.g. speed. The gears represent the machinations of life itself. the half circle (orange) that completes it represents the causal relationship they share.

It is the vision of the individual (the solitary red dot in the middle) or sometimes collective collaboration that become responsible for how the particles turn out in the end. The action happens independently as a process while the individual or collective remains integral to the process and it’s functioning.

The use of colour is rooted in the experience of the life of Moses Kotane. He was firmly ensconced in the very life of the liberation movement. Earthy was his work and so shall he be depicted as such. His persona is principally represented as the solitary red dot referred to above. He understood his terrain to be not so removed in hue from his own self and the terrain – made up of the most basic representation, the two orange dots that are inextricably linked to machinations of life – the gears.

It is the continual interplay and manipulation of all these elements as it were that portends innovation. The future.

Click on the logo below to view the animation: