Logo

Our logo is the wordmark: mori in a high-contrast serif, all lowercase, drawn once and never retyped. The symbol is the M, one continuous brushed stroke that thickens and thins like a whisk through water. Use the wordmark wherever there is room and the M where the name is already known: the cup, the app icon, the stamp on a bag.

Give the logo the height of the lowercase o on every side, measured from the wordmark. Nothing crosses into it: no type, no photograph, no edge of the page. On a small surface, scale the logo down before you shrink the space around it.

The logo is Forest on light grounds and Cream on dark ones. On Matcha or Sage it is Forest; on Blush it is Forest too. Never set it in Matcha on Sage, where it disappears, and never place it over a busy part of a photograph. The thin strokes of the serif need a calm ground.