The Story Behind AM’s Logogram: Why Authenticity Shapes Meaningful Brands
It all began on a quiet morning at the foot of the Matterhorn. At 3,150 meters above sea level, we watched as the sunrise welcomed the world, casting its pink light on the peak. For Ayiela and Maria, it was a moment both powerful and majestic; a stillness that carried strength, beauty, and meaning all at once. And from that moment, AM was born.
Our name comes from “Ante Meridiem”, Latin for the hours before noon. But we chose to write it differently: Ante Merediem. A single letter changed, yet it became uniquely ours. Not a mistake, but a deliberate choice. A reminder that true stories are not always flawless, but they are always meaningful.
Our logogram takes the shape of a mountain. Bold in its lines, timeless in its simplicity, quietly fierce in its presence. It reflects the beauty discovered through life’s challenges, and it carries forward the memory of that pink morning light at Matterhorn.
Honoring Our Own Story
The story of AM’s logogram is more than an inspiration, it is a philosophy. Every brand has its own Matterhorn: the climbs, the pauses, the setbacks, and the breakthroughs. Some moments test our strength, others reward our persistence. Together, they form a journey that cannot be replicated.
For us, the morning at Matterhorn was one of defining moments. It was not planned yet it revealed a truth that became part of our DNA: the power of beginnings, the beauty in challenges, and the importance of honoring our own journey.
From the dawn inspiration, to choosing “Merediem” instead of “Meridiem,” to shaping a logo that mirrors both strength and grace, our story reminds us that branding is not about creating something flawless. It is about creating something true.
As a branding consultant in Jakarta, this belief is at the heart of our work. We guide brands to see the value of their own journey, to uncover meaning in their ups and downs, and to transform that meaning into a story that resonates.
Why Authenticity Matters in Branding
Authenticity starts with self-knowledge
In psychology, authenticity begins with knowing who you are. and for brands that means understand their essence and what they stand for. This creates brands that are not only attractive but also sustainable and trustworthy.
At AM, our story of the Matterhorn and the decision to write “Merediem” is our way of embracing self-knowledge. It may not follow convention, but it reflects who we are and that is authenticity.
Authenticity builds trust
As B. Joseph Pine II noted, in a world increasingly commercialized and polished, people respond to what feels engaging, personal, memorable, and real. Today’s audiences can quickly sense whether a brand is genuine or simply chasing trends.
Trust cannot be bought; it must be earned. And it begins with authenticity.
Authenticity is about promises, not perfection.
Seth Godin captures it best: “Authenticity is doing what you promise, not being who you are.” In other words, it is not enough for a brand to state lofty values, it must consistently live them.
This is why at AM we believe that luxury is not flawless. It is meaningful. Our logogram, inspired by the mountain silhouette, reflects beauty revealed through life’s challenges. That, to us, is authenticity: not perfect storytelling, but meaningful storytelling.
Authenticity defines the future of branding
A recent survey (State of Brand 2023) revealed that 74.5% of branding professionals consider authenticity the most important factor for the future of branding. It ranked above personalization, purpose-driven branding, and even sustainability.
The message is clear: in the years ahead, the brands that will thrive are not the ones that shout the loudest, but the ones that stay the truest.
Authenticity must be lived, not just written
As entrepreneur Tristan Walker reminds us: “It’s not enough to just have the values on your website — you have to entrench them in every single thing you do.”
At AM, our core values: Heart, Unleash, Growth, are not slogans. They are lived. They show up in how we partner with clients, how we challenge ourselves as a team, and how we grow alongside the brands we serve.
What This Means for Brands in Jakarta
Jakarta is a city of ambition. It is where global ideas meet local culture, and where businesses constantly face the challenge of standing out in a crowded, competitive market.
For brands here, success is not only about looking polished or keeping up with trends. It is about staying true to your story and creating experiences that connect on a deeper level.
As a branding consultant in Jakarta, we help brands embrace their authenticity. We work with leaders across luxury automotive, hospitality, beauty, and legacy businesses, and we see one truth repeated: the most impactful work begins with honesty. Knowing who you are. Understanding your journey. Owning your voice.
When brands do this, they don’t just stand out: they stand the test of time.