mOre is a creative space in Kyiv, Ukraine, hosting events, workshops and studios. It is a place where ideas and trends are born and contemporary cultural projects are created. The aim of the brand design was to start conversations and make people curious. In order to transmit the main idea and purpose of the mOre hub, the circle was used as an icon because of its deep philosophical meanings and significance. It sparks creativity and enlightens people. That is why the “O” of mOre is used graphically to suggest the main theme of any event: becoming flexible and vibrant. The constantly evolving brand identity is left open-ended to always be relevant for current ideas, trends and innovations. It will continuously generate different visuals to replace the “O” icon to match the context.