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the brand


What does AteloMidas actually mean?

Atelo = Atelophobia 

Midas = King Midas of Greek Mythology 


Atelophobia is the fear of imperfection, and King Midas is popularly remembered in Greek mythology for his ability to turn everything he touched into gold. 

Based on the denotative meaning and the allusion, AteloMidas translates to Imperfect Gold. This brand and concept is for the people who are confident about their greatness, but are just as confident in their flaws. This is for those who are critical of themselves, and for those who at times do not feel as good enough. This is for the people who battle with their greatest adversary - themselves.  Everyone has their own unique story, everyone has their own flaws, everyone has their own perfect imperfections. 

As mentioned before, AteloMidas is a therapy. In branding this concept, the goal was to create a logo that perfectly represented what AteloMidas was all about.


To capture this, the A and M of AteloMidas were combined to make the imperfect crown logo (Thank You Rakel "My Life") to represent the way that imperfect things come together creating something wonderfully flawed in the end.


For every King and Queen just remember wear your flaws like a crown.

"Just an imperfect person that does a perfect job of expressing it." - AM

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