"Given the name Mad, the identity had to pack a punch," says Ba'ndo co-founder Emrah Doğru, reflecting on the challenge of developing a brand that would live up to its moniker. Alongside co-founder Bengisu Demirkaya, Emrah set out to capture the bold, creative essence of the brand. "The acronym stands for Marketing, Advertising, and Design, but we also wanted to lean into the playful, slightly 'mad' side of the word," he adds. With the phrase 'meeting of mad ideas with wise minds' at the core, the team crafted an identity that celebrates creativity in all its daring, eccentric glory.
"Creating a brand from scratch is always exhilarating, but the freedom can be overwhelming," says Bengisu. "We thrive on that balance; [first] we establish a strong conceptual framework, then let the design take off from there." For MAD, this meant creating an identity that could channel creative chaos while staying grounded in a cohesive, functional system.
The centrepiece of Mad's identity is a striking three-block logo, with a bold, rebellious 'M' taking pride of place. "We exaggerated the lower legs of the 'M' to give it that distinctive, mad energy," Emrah explains. This playful twist carries through the entire brand system, lending Mad a sense of irreverence and fun.
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