The word Mokum, or “place,” is Amsterdam’s version of New York’s Big Apple — a nickname indistinguishable from the city it romanticizes. Amsterdam’s most iconic location, Dam’s Square, is well known to have a large pigeon population, motivating the client to request the bird being integrated into the company’s logo. Delivering the message of being a local music studio that’s proud of its city was important to the two Amsterdam native founders of the company, and quickly integrated into the design. An Art Deco style font reminiscent of the old ‘Amsterdamse School’ Architecture was carefully blended to create an indistinguishable brand the client is proud to represent. The dark Casino Green color is also integrated into the interior of the studio and is a recognizable returning theme of the brand. The new branding has been implemented to create business cards, a website, clothing, signs and other physical and digital products.