When we first developed the ‘Mix-d:’ concept back in 2007 our aim was to create a logo which was strong, unique, and favourable. At the same time it was important to establish a brand symbol which could stand alone and represent mixed-race experiences.
One Friday evening in late 2007 I was having a drink with a friend and scribbling ‘mixed’ on the back of a beer mat. In an unforced moment of creativity, complimented by an
after-work glass of beer, it came to me.
One of the core aspects of my work has been to remove any artificial additives which have clogged up this discussion. By artificial additives, I mean negative assumptions, inherited prejudices and false claims.
I am a person who likes to think in metaphors. This is something I’ve done from being a child and apparently can infuriate my close friends. Anyway, whilst doodling that Friday evening I took the letter ‘e’ out of mixed and replaced it with a hyphen.
Now, if you are following my thought pattern you will see the metaphorical thinking come into play. When we remove artificial additives (commonly know as E’s or E numbers) from food we are left with a fresh, healthy, artificial free product.
Similarly, by removing the letter ‘e’ from ‘mix-d:’ we are left with a fresh, healthy and artificial free ‘mix-d:’.
On the 25th January 2010 we received our trademark registration for ‘mix-d:’. This was an exciting and a significant land mark for us. That afternoon I was explaining to a client, why the letter ‘E’ had been taken out and realised I hadn’t made this clear to everyone.
So, for a little extra clarity I’ve jotted down 3 important things you didn’t know about the term.
1. Mix-d: is pronounced (Mixed) at all times!!
2. We have taken out the letter ‘E’ and modified ‘mix-d:’ to symbolise the removal of artificial additives (in this case referring to past historical prejudices) and to make way for a fresh new dialog.
3. The colon at the end of ‘Mix-d:’ is used exactly the same way it would be used in any punctuation. It means: ‘from the general to the specific. The dictionary definition is: • that a writer is separating two clauses of which the second expands or illustrates the first. I think of ‘Mix-d:’ as a tree trunk with a number of branches. The colon represents where the branches reach out from the trunk. For example, our franchise in ‘Mix-d: Nottingham’ looks at the specific dynamics of mixed-race experiences within that area which are different in many ways to Leicester, Birmingham, London, etc. So the colon allows us to convey a message that mixed-race experiences around the UK are at the same time different and similar.
Mix-d: is our stem and the branches are our work.
Hope this was useful and not a complete ramble!!
Brad.
Hi Brad! Just had a read through your blog post. I love the new Mix-d concept and think the removal of the 'E' makes perfect sense when explained in this way. From my perspective, the removal of 'artifical additives' as you explain is a key part of understanding the mixed race community and its historically associated 'baggage' and (false) assumptions. Its really progressive that an aim of the concept/branding and organisation is removing this and getting to a place where we can explore and celebrate identity in its purest form... Look forward to seeing how Mix-d progresses and i will definitly remember to leave the artificial 'E'out! :) Ayo
"Mix-d: is our stem and the branches are our work" - fantastic! A great, detailed and precise explanation of what Mix-d: actaully means. The more I read about it the more I want to know!
I never knew this, I thought the logo was good just because it looks good, but with the added symbolism its amazing.
The best thing about it is the : because although you can generalise about the mixed race people of the UK and the world, each individual has their own experience of what their heritage means for them (I believe this is true for "non mixed race" people too). Treating all mixed race people as a homogenous group in terms of background, culture, goals and experience is a mistake made by the ethnic majority. Diversity should be the characteristic strength of Mix-d:.
Just had a good read of your blog, and I think that the concept and reasoning behind your brand devlopment is quite deep, but simple at the same time! I think you've reached your goal of developing a strong, unique and favourable brand identity. Those themes are reflected in your entire project. Well done!
I'm so pleased you put this blog forward for people to understand the mix-d brand in it's true sense. It is only going to get bigger as it moves around the globe. Get ready people.
Hi Brad, It's great that you've given the meaning behind the name, because some people may just of thought of mix-d: as a brand, but it also a term that we should all embrace! You've given me the tools to be confident explaining the term to anyone I meet. Love the work your doing, it really is so important to spread the word! This tree is gonna keep on growing!
Loving the sharing of the mix-d logo and concept, we don't need no additives, just positivity, understanding, acceptance and love. Thanks x