We're all MAD here

Founded by René Redzepi of restaurant noma, MAD is a global nonprofit equipping the next generation of food industry professionals with the knowledge, tools, and inspiration they need to make their businesses thrive, their industry fair, and the world’s food systems truly sustainable. Ahead of the relaunch of their renowned MAD Symposium, we helped the team create a visual identity that captures their revolutionary spirit. At its heart, the identity plays with tension — contrasting a bold, commanding logo against refined serif typefaces and thoughtful italic treatments, embodying the intersection of punk attitude and academic rigor that defines MAD. Their signature green, both natural and otherworldly, became the cornerstone of a vibrant palette that signals their break from convention. The contemporary photo style deliberately challenges traditional culinary imagery, capturing the zeitgeist of a new generation ready to reshape the industry. Overall, an identity fit for those who know that there’s so much more to a meal than what’s on your plate. So here’s to the MAD ones. Stay MAD.