Monat is the shortened name of the American company Monat Global Corp. It is a part of Alcora Corporation, being its subsidiary. The company’s main activity is associated with the production and sale of cosmetic products for hair care. An additional direction is the sale of hygiene products for animals. The founders and owners of the brand are the Urdaneta family. According to the scheme of which the work is carried out, this is the parent organization of the network business—the time of its appearance in the autumn of 2014. The location of the headquarters is in the city of Doral, Florida.
Meaning and History
The brand began with the idea of mastering environmentally friendly raw materials. As a result, the company got products that allow you to enjoy a full life and healthy hair. It also produces skincare products based on biologically compatible ingredients.
In doing so, the firm builds its business on the trust of its customers, who can become its employees at any time. To do so, it offers to use its products, try them out and start selling them to acquaintances, colleagues, and other potential customers. And since the networking organization has family values in the first place, it treats each person who joins it with respect.
That family is a priority evidenced by the brand name, which is based on five principles: faMily, lOve, commuNity, grAtitude, culTure. It is these letters that make up the name, taken as the basis of the brand emblem. The owners thought out the concept in detail to emphasize the importance of the family both in business and in life. Therefore, the company treats its market partners and customers as close relatives.
However, the company is involved in several high-profile scandals with lawsuits. They are associated with customer dissatisfaction about the quality of goods. Cases of hair loss, hair damage, and rashes on the scalp are reported. And the court took the side of the customers affected by the cosmetic products Monat.
Of course, it had a negative impact on the brand’s image, which is now trying to prove otherwise and restore its reputation. But black PR is also PR, so the brand logo is becoming more and more recognizable. And since this is a young organization, it has only one visual identity mark.
The company’s identity is well thought out, as is its concept. It is built on the principles of openness, trust, and purpose. This is evidenced by the shape of the letters used in the word “Monat.” All of the characters are in upper case and made with simple, straight lines. Only the “O” is rounded.
The other characters have sharp corners at the ends of the strokes. The exception is the “T,” which looks like a neat hammer. Whereas “M,” “N,” and “A” have peaked tips. Each has a different number of sharp corners: “A” has one, “N” – two, “M” – three. For better perception of the name, the letters stand apart (with wide inter-letter spacing) but in one row, forming a well-readable inscription “MONAT.” In addition, the “A” has no middle bar, which adds to the originality of the logo.
Above the text part is a small icon. It, too, is simple and formed from a solid strip of medium thickness. The line is twisted in the form of a strand of hair, which is usually drawn on packages of coloring products to demonstrate the color of the dye. In this case, the icon is monochrome and hollow, consisting of an outline. The graphics and text form the original logo. It is used not only as a mark of identity but also as a mark of goods and on signs and in promotional materials.
Font and Colors of the Emblem
The inscription in the logo is in a simple serif typeface. The letters have sharp corners and flat lines. The word “MONAT” breakdown is very wide, which simplifies its visual perception. The brand palette is monochrome and consists of blue combined with a white background.