Brand and Mind
Memory, Mental and Meaning.

Sometimes we push a proposition in our work on brandspace that fails to take into consideration the bridging to a human scenario of mindfulness,
meaning and the context of memory.
All are — as would be obvious — aligned.
But the notion of mind is far more aligned that we might think, as a kind of global, and historically potent set of characters and sounds, forming words that can be found spanning history and continents of linguistic relevance.
Let alone: resonance.
In a manner, if we pay “mind” to something, we’re holding it, we are re-minded about some connection to that phrasing.

Consider this framing, from Mr. Harper’s overview:

mind (n.)
late 12c., from Old English gemynd “memory, remembrance, state of being remembered; thought, purpose; conscious mind, intellect, intention,” Proto-Germanic *ga-mundiz (cognates: Gothic muns “thought,” munan “to think;” Old Norse minni “mind;” GermanMinne (archaic) “love,” originally “memory, loving memory”), from PIE root *men- (1) “think, remember, have one’s mind aroused,” with derivatives referring to qualities of mind or states of thought (cognates: Sanskrit matih “thought,” munih “sage, seer;” Greek memona “I yearn,” mania “madness,” mantis “one who divines, prophet, seer;” Latin mens “mind, understanding, reason,” memini “I remember,” mentio “remembrance;” Lithuanian mintis “thought, idea,” Old Church Slavonic mineti “to believe, think,” Russian pamjat “memory”).

Meaning “mental faculty” is mid-14c. “Memory,” one of the oldest senses, now is almost obsolete except in old expressions such as bear in mind, call to mind. Mind’s eye “remembrance” is early 15c. Phrase time out of mind is attested from early 15c. To pay no mind “disregard” is recorded from 1916, American English dialect. To have half a mind to “to have one’s mind half made up to (do something)” is recorded from 1726. Mind-reading is from 1882.

mind (v.)
mid-14c., “to remember, take care to remember,” also “to remind,” from mind (n.). Meaning “perceive, notice” is from late 15c.; that of “to give heed to” is from 1550s; that of “be careful about” is from 1737. Sense of “object to, dislike” is from c.1600; negative use (withnot) “to care for, to trouble oneself with” is attested from c.1600. Meaning “to take care of, look after” is from 1690s. Related: Minded; minding. Meiotic expression don’t mind if I do attested from 1847.

What this all means, this language study, would be to think more deeply about the work that you’re doing,
what you’re paying mind to.

Would you mind?
Yes I would.

Mind is memory,
overt commitment is mania
and meaning is but a jump to the equation.
What do you mean?

I mean: to think, to intention, offer signification, generate opinion, to wish — and potentially, to be from the same root, men
which is the seed sound of Mind.

When you think of brand,
which fits to its 5,000-year-old word origins as fire,
the work goes deeper.
And deeper.

As deep as you go.

Fire deep.

Tim | GIRVIN | Decatur Island Studios