MADE UP STORIES

Mark description

The mark consists of a motion mark. The mark displays letters in a calligraphic typeface that resemble shiny balloons. There are thirteen balloons total, and, arranged from left to right, they appear as: "MADE UP STORIES". All the balloons are arranged across the top of the mark at different levels, with the central letters initially appearing much higher than those on the edges. Notably, the "e" that will eventually be part of the word "Made" is initially separated from the "d" balloon. Similarly, the first "S" that will eventually be a part of the word "Stories" floats separately from, and much lower than, the other letters surrounding it. A rope hangs from the bottom of the "p" balloon, which floats higher than all the other balloons, and a silhouette of a girl in profile holds onto this rope near the bottom of the mark. The girl faces the right side of the mark and wears a tutu, a hard hat, and her hair is in a ponytail. The balloon lettering and the girl are superimposed against a background containing floating particles that slowly drift around, appear, and disappear as the mark progresses. The girl climbs the rope, which swings back and forth underneath her as she climbs, and the balloon letters drift and bounce against each other until they are almost all horizontally level across the top portion of the mark. Just before they align, the girl reaches out to nudge the "S" balloon, which has continued to float lower than the other letters, into position. Finally, the girl uses the rope she is climbing to pull the "p" balloon down so it also aligns with the other letters. As she does so, the rest of the letters settle into place to display the words "Made Up Stories" at an even level across the top portion of the mark. Once the balloon letters are completely horizontally aligned, the girl leans back to look up at the balloons, and the rope she has been climbing shifts to the left in response to her movement. The mark lasts approximately fifteen seconds.