“But don't you try to fight it; An idea whose time has come.
Don't tell me that I'm crazy. Don't tell me I'm nowhere.
Take it from me
It's hip to be square”
Huey Lewis and the News
The square is a fundamental shape, not found in nature. You must make a square happen—just in the way successful marketing is not natural, you must make it happen, day in and day out. A square is a building block. Our square represents the fundamental elements of marketing and branding.
A square is always consistent: this represents one of the simplest yet absolutely essential tenets of successful marketing. But more importantly when you square something you raise it to the second power—you add greater power to the brand.
Black is a mysterious color typically associated with the unknown. And for some, the art of marketing can be hard to understand. Black denotes strength, elegance, style and authority; it is considered a high standard of excellence (black tie event, a judges robe, a black diamond, a black limousine). Black gives the feeling of perspective and depth. And unlike most colors, black contrasts well with all colors.
The black logo looks the same whether you fax, copy, quick print, or silkscreen on a shirt; whether you make it small or large; most four-year-olds can draw our logo. As common as the shape and color are it is a bold look sure to break through the clutter.
Black, combined with the square, allows our clients to shine. Our goal is not to promote ourselves, but to promote others. And the black square allows our clients to shine and coruscate across the branding sky.
The purple color is the accent mark to our word. An accent provides greater intensity and prominence to a part. Our accent is the branding side of a business—giving the right tone, emphasis and cadence to marketing message.
In 2008, ME&V installed a 12-foot 3-D sign (also known as the ME&V-teorite) with the ME&V logo on all sides. See the installation video below: