From family business to starting a new venture, it was important to set a strong foundation for Kinmos. A private holding company located in Boston, wanted to stand out from the rest of the competition, and more importantly, separate itself from its larger parent company. Beginning with the name Kinmos, which has a two part definition. Kin meaning related to, and Mos having ancient connotations to strive, became the first opportunity to make a branding impact. A logo was designed to add character, yet also bring sophistication to a sector of business not known for its bold design. Doing the opposite worked wonders for the brand and its recognition. The iconic K with a bold strike through the letter, exemplified the ideology of two parts, but also gave way to the new cutting-edge business approach that Kinmos brought to the table. We owned a saturated maroon color, nodding to the classical nature of the business yet also bringing on its classical nature.