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Behind the Brand

The Creative Momentum was our choice from the beginning and our team decided on the name of our creative agency because we believe in our team. The brand name was very important, as it is for any company starting up. In our situation it was a little different in the fact that we had over 80 clients from the beginning- clients that we have developed close relationships with since our consulting days. We wanted the brand name to represent an effect that we will distill in our customers. A brand name that would react to our customers’ needs, because in many cases a customer comes to us from a lack of tender, love, and care (TLC), and the close attention it needs to stay alive in a volatile marketplace.


So let’s break it down. “The” is to indicate the best-known, with a specifying or particularizing effect, as opposed to the indefinite or generalizing force of the indefinite. It creates a monumental buildup for “Creative Momentum”. For example: ”The” Sun, “The” Alps, “The” Duke of Wellington. Creative is self-explanatory in that we provide the best original and high quality designs for the right price. Momentum is the tale that really creates the stage and tells our whole story. We wanted something that touched the senses of our customers; a word that gives the customer energy and drive. Momentum tells the customer that we will continually strive to nurture them through the entire creative process and get their voice heard through their brand / marketing efforts, while ensuring the return on investment. From there we created The Creative Momentum.


Behind the Brand


Since we had a name, the next logical step was to create a logo. An identification method. In method we mean a logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly, nor rarely does it describe a business. A logo gets its meaning from the quality of it symbolism, not the other way around – logos are there to identify, not to explain. Basically what a logo means is more significant than what it looks like. The logo identifies a business or product to the masses in its simplest form. You have heard the phrase, “Less is more”.


The Creative Momentum color palette consists of three colors: red, white, and black. While we do have some UGA fans here, that was not the reason for choosing red and black. White is the majority that we use on our logo “signature”. We apply black as a base and red generally as an accent. Of course we also use the red in our main calls-to-actions throughout the website to convey action.


We chose white to uncover purity, cleanliness, and to express a fresh start-really a new beginning. Black we generally use as a base because this tells our customer that we are a slick, but yet very stable brand. Our red is to send a message that we have the highest confidence. We are full of energy and action. Action is important within our team, which we share with our customers because red is having confidence in going after your dreams.

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