My Graphic Design begins with hmy own personal Business Identity. The logo is a clean and pronounced set of white “mw” initials fluidly connected to express versatility even in its simplest forms. The “mw” initials are in white, making them the most initially noticeable part of the logo and therefore the most crucial, as a reminder of the human presence behind the design.

The “mw” initials are cast over Lithium atom, which visually expresses three metaphors simultaneously. The first is the that the lithium atom, the most recognizable form of an atom, reflects the promise of the post-World War II “Atomic Age,” in which the entire Nation was rapt with it’s own expansive potential. This also includes a Marketing-powered precursor to the Atomic Age: The propaganda posters and early Graphic Designers who helped lift the United States into the rare air of unity for a noble cause.

The second internal metaphor is that lithium as a chemical element is often prescribed as a mood stabilizer, which cryptically insinuates how the design of Mitchell Wyss is intended not to bully or pressure, but to create a comforting effect that rises above both the hectic and the mundane clutter of Visual Communication.

The third portion of the logo’s imagery with greater implications are the colors of the electrons inside of the lithium atom. They are colored in Cyan, Magenta, and Yellow to refer to the CMYK(Cyan, Magenta, Yellow, Black) printing process with which all physical entities of design are produced. This allusion is intended to express that as an obsessive Specialty Graphic Designer, I care about high quality execution in every phase of the Design process.

The color scheme and overall identity of the brand are extended in both font and color to each of this collection’s printed pieces.