Mind the Meaning

Mind the Meaning used linguistics and semiotics to make sense of legal texts and trademark disputes. The founders were sharp and funny; the identity had to make room for both the serious work and their own character.

The rabbit came from one of the earliest surviving pictorial trademarks, used by Liu’s needle shop in Jinan during the Northern Song dynasty. Trademark experts borrowing an old trademark for themselves felt just right.

Illustration and candid photography brought the founders into view. The website and introductory materials explained what they did in plain terms and gave clients a sense of the people behind the service. At EETER, I worked on the art direction and design.

Credits

Tanel August Lind – Art Direction, Design

Kärt Koosapoeg – Illustration

Sander M – Design, Front-end

Hanna Samoson – Photography https://www.ta-lind.com/mindthemeaning