MOJU logotype on a slanted white plate

Summary

The primary logotype shown on its own: four heavy slanted capitals sitting inside a white parallelogram plate that is itself slanted, on a flat marigold field.

Visual description

A flat marigold yellow background fills the frame with the lockup centred and sized to about two thirds of the width. The container is a white quadrilateral whose top and bottom edges are horizontal while both sides rake right, and whose bottom right corner alone is heavily rounded, so the shape reads as a speed flag. Inside it, MOJU is set in a very heavy, oblique, tightly spaced sans in near black. The letterforms are rounded and slightly squared at the same time: the O is a fat oval, the J drops below the baseline with a hooked tail that tucks under the O, and the U has an asymmetric stem. A small circled registered symbol sits at the upper right, outside the letters but inside the plate. There is no descriptor, tagline or secondary text anywhere in the frame.

Key takeaway

The slant lives in the container as well as the type, so the mark carries forward motion even when it is locked up alone. Rounding exactly one corner of the plate is what stops it reading as a generic sticker and gives it direction.

Reuse notes

A useful pattern for a challenger drinks or sports nutrition brand that needs its mark to survive on curved bottles, tape, fridge doors and vinyl. Because the plate is part of the mark, artwork needs a defined version for coloured backgrounds and a knock-out version where the white plate cannot be printed. The oblique cut also means it should never be additionally italicised in layout.