Middle Minded

Our latest project was in creating a new logo and brand for the podcast Middle Minded. For this one we went deep with the use of Ai to help craft the right logo and then to establish a brand feel. It was important to not just create a logo but to conjure up a brand origin story at the same time.

Middle Minded: A Brand Story Forged in Dialogue​

In an era marked by division and discord, two voices emerged, seeking to bridge the chasm through thoughtful conversation. Peter Bogdanov and his co-host Dave gabine envisioned a podcast—Middle Minded—as a platform for civil discourse amidst the noise. To bring this vision to life, they turned to BOGDANOV, a design agency renowned for crafting compelling brand identities.

The Genesis of Middle Minded​

Middle Minded was conceived as a sanctuary for balanced dialogue, a place where differing perspectives could coexist and be explored with respect. The podcast aimed to challenge the prevailing narrative of polarization, offering listeners a space for nuanced discussions.

For our ideas regarding the brand logo we had outlined several key ideas that would make an icon that would tell our story. Crafting the Visual Identity​ BOGDANOV embarked on creating a visual identity that encapsulated the essence of Middle Minded. The logo, a harmonious blend of opposing elements, symbolized the convergence of diverse viewpoints. The color palette—comprising stark back and white tones — evoked a sense of trust and openness. Typography choices balanced modernity with approachability, reflecting the podcast's commitment to accessible yet profound conversations.

• The logo would have to include the human brain

• Showing the similarities between nature and biology was important

• The concept of left and right for political purpose

• Also the concept of left and right brain activity

• The tree was used to show family values and the family tree

• The single leaf falling from the tree is a nod to diversity as well as growth

• The roots are the foundation that bind us to the past

• The brain was separated to show the middle as our main concept

• We used contrasting black and white for opposing opinions

• We also used to the black and white for obvious political and race related topics

• Lastly we rooted our name not just in the middle, but in the mind.

Designing the Digital Experience​

Understanding the importance of user experience, BOGDANOV designed a website that served as an extension of the podcast's ethos. The site featured intuitive navigation, allowing visitors to explore episodes, learn about the hosts, and engage with supplementary content. Responsive design ensured accessibility across devices, while integrated social sharing options facilitated community building.

As we began to design the website we really wanted to drive the concept of the podcast forward by really getting into the details of why we aim for the middle. We drove home points about the podcast being for middle class Americans. This is not a place where celebrities and corporate media have any say in our content. This is all about real people who live real lives talking about how we climb back to a United America.

The entire podcast brand is about ushering common people away from the fringes and toward the middle. To do this we used powerful video and photographic imagery that showed the decay caused from the outside edges of our society. It is time to stop being manipulated into opposing sides. It is time to become middle minded. We again used Ai to help write and create our content. We didn't have it right it for us, we bent Ai to follow our lead. This new concet in content creation helped our studio streamline the writing costs involved in the site.

A subtle call for surrender from all the divide.

A Poetic Tribute: The Tale of Two Voices​

In a land where echoes clashed and roared, Two voices rose, in harmony they soared. Peter and his co-host, with minds aligned, Sought to heal the rift, one thought at a time.​ They dreamt of a space, both safe and sound, Where dialogues deep and true abound. To bring this vision into the light, They sought a brand, both bold and right.​ BOGDANOV answered the earnest plea, Crafting an identity for all to see. A logo born of balance and grace, Colors and forms in perfect embrace.​

A website emerged, a digital hearth, Inviting all to share their part. Through design, the mission found its voice, Empowering listeners to make a choice.​ Now Middle Minded stands as a guide, Navigating tides with wisdom as its tide. A testament to what design can do, When purpose and creativity pursue.

The goal of the podcast much like the gal of the web design was to encourage intrigue through conversation. We also wanted to highlight the founders and hosts of the podcasts as American small business owners. So we go in depth about the relationship, history and the forming of this alliance as the two men responsible for Middle Minded.

BOGDANOV's collaboration with Middle Minded exemplifies the transformative power of design. By aligning visual elements with core values, the agency not only built a brand but also fostered a movement towards understanding and unity.