Millennium Network Logo
Image by Johnson Fung
Thought Process:
The demographic for this logo is split two‐fold ‐ for laureates as well as for the public ‐ the former potentially more important than the latter. As we both know, unfortunately, the network itself requires a tad bit of convincing that this project will lift ground. In fact, it’s a variable to this project lifting off the ground.
We have to convince them that the network is real, that it is strong, and that it will be useful. I feel that laureates are often busy with their own projects and another ‘helpful tool’ especially one that asks something of them, may come off as something of an additional barrier to their current lives and plans.
Stability. Structure. Foundation.
The major theme I want to invoke in the logo is a mix of stability, structure, and foundation; things that a network is supposed to offer you in the first place. The Millennium Network does not exist for the sake of existing, but for the sake of providing the group of people with identical vested interests with support.
We are Canadian.
The idea that MN is nationalistic somehow, Canadian, is important not only for the public image, but also to give some sort of visceral unity amongst laureates. The network was funded by the Canadian government for Canadian students working on improving their Canadian communities.
Reinforcing Core Ethical Values while Encouraging Challenge to Conventional Thought.
What is most striking to me about the MN is its ability to retain the core values that, as Canadians we strive to enforce and integrate, while inviting open challenge, discussion, and radical thought. Going to conferences where laureates freely spoke against ideas of keynotes, respectfully, was incredible. The idea here is not to focus on directionless anarchy, but rather an attitude of constant critical thought rooted in fundamental principles.
Design Process:
Stability. Structure. Foundation.
Circular, and bubbly rectangular logos have dominated the Web 2.0 world as they seem to be inviting and friendly. Although we want to invoke these notions, we do not want to come off as desperate for attention – we don’t want to scream out “Look! I’m friendly! Come have fun with me!” Instead, we want an attitude closer to “We are established, strong, resourceful, and dependable. If you wish, I could probably help you out.” A.K.A. Badass. This is why I opted to use the square as a basis for the logo. The ‘MN’ initials are not placed at the center of the logo, but at the bottom left, giving the impression that the MN weighs down and keeps the square stable and in place, like a paperweight. The typeface for the initials ‘MN’ is bold, sharp, and decisive (notice how the dip in the ‘M’ goes straight down to the bottom, with no hesitation). The entire image is one that encourages trust and genuine long‐term existence.
We are Canadian.
As with any good logo design – subtly is key. This is especially true with symbols that display who you are. We want to show that we are Canadian and proud, but not boast that it is because we are Canadian that we do good things. This is why the element of ‘Canadian’ is invoked purely in color and not through symbolism. Besides, the maple leaf is much too complex to include within a logo – unless it is the main element (like in the Canadian flag). Canadian red, white, and black (though black is not a Canadian color, it is the only color that doesn’t confuse the color set with another flag – blue would be red white and blue, which is both the US and France, etc.)
Reinforcing Core Ethical Values while Encouraging Challenge to Conventional Thought.
The MN with the circles on top symbolizes a networking between two people. But the way they are placed is important. The head of the person on the right is placed at the exact center of the square – representing the central and core values, while the incoming person is merely halfway into the picture, representing challenges to conventional thoughts. Whether the core person is pulling the outer person into the picture, or the opposite, is unclear – as interactions like these can go both ways. This mix of core positioning with unbalanced elements is prevalent in the overall visual appeal of the logo. The word ‘Millennium Network’ is not split down the center of the logo – but Millennium takes 10% more space. This unbalanced is made subtle by the ‘MN’ initials taking the same amount of space. Finally, the top right corner of our square is rounded – hinting at variety, friendliness, and invoking that “Come in!” feeling.