Mind the Meaning

Mind the Meaning brings together linguistics and semiotics to provide expert analysis of legal texts and trademark disputes. Its identity reflects both that precise work and the witty personalities of the people behind the business.

The rabbit pays homage to the history of trademarks. It references the White Rabbit mark used by Liu’s needle shop in Jinan during China’s Northern Song dynasty (960–1127), one of the earliest surviving examples of a pictorial trademark.

The choice also carries a joke that suits the founders: experts in trademark disputes adopting a historic trademark for their own business. Their own story plays with this irony, bringing the same humour into how they introduce their work.

Humorous illustrations and candid photography carry the founders’ character through the identity. The website and introductory materials pair these personal details with clear explanations of the services, helping prospective clients understand the work and get a sense of the people they would be working with.