Logo for True Mirth. It’s kind of inscrutable. The team wanted a logo that didn’t express anything about the brand itself, not the name, not a subject connection, but a mark that could be become synonymous with the work through association alone. To that effect we plumbed the depths of the Western canon to think about what it meant to make art, to “play”, to craft something non-functional.

The Book of Ecclesiastes somehow came up, as I think a few of us had reconnected with our various Abrahamic religious backgrounds. If you haven’t read it, its fascinating, religious baggage aside. Either way, the second verse of the second book really rang out to us:

ECC 2:2: I said of laughter, It is mad: and of mirth, What doeth it? (KJV)

The whole thing is a meditation on toil, on the fruitlessness of toil and pleasure. It’s beautiful. And hilarious. And totally wrong for a music label to even regard. So I offered we place that verse as our wordmark, substituting the numbering system with a pair of abstracted gambling dice. For us, that clicked, and when you’re working small I think it’s okay to stick to your intuition.