Modern Merrigold

We brainstormed names that captured the bright, cheerful and uplifting spirit of the brand. Natalia, our copywriter, was inspired by marigolds, which provide such pops of color and sunshine. The fact that the word has ‘gold’ in its name gives a hint at what the company creates. Both Natalia and Mary fell in love with ‘Modern Merrigold’, which features lovely rhythm and alliteration, and a unique spelling which gives a nod to the merry and fun-loving brand identity.

It’s time for a more unique, memorable brand name that customers will remember and recognize when they see it again. I had already been thinking about a name change for 1-2 years, but was too scared/anxious to do it until the pandemic hit. When I saw small businesses closing permanently across the country, I knew that I didn’t want that to be me. In order to stay in business and stay competitive in an ever growing and evolving e-commerce landscape, I knew I needed to have a brand name + identity that stood out and that could stand the test of time.

Mary Wood, Modern Merrigold

We captured the liveliness of the new name by creating custom lettering for the logo that feels both warm and modern. The lettering has a wonderful bounce to it, and the swashes and mono-line style help to add a level of sophistication. To balance out the bounce of the logo script, we added a signature ‘Jewelry Co’ to help bring clarity to the business and also ground the logo.”

For the brand icon, we selected a modern hexagon shape and used a cleverly-positioned ‘M’ to create bright color-blocked sections. It’s a mark that’s visually simple, but also distinct and instantly recognizable.