We moved the identity away from the conventions of trade branding and drew on Art Deco instead. Symmetry, strong geometry and carefully balanced proportions, to communicate order and craftsmanship. The mark is a bespoke monogram built from two interlocking M letterforms, a reference to founders Aaron Milton and Josh Milburn and the origin of The Mils name. Rather than predictable decorating imagery, it gives the company an ownable symbol closer to an architecture or interiors brand. A restrained black and white palette keeps the system timeless, while Pragmatica and Pragmatica Slab Serif balance clean contemporary type with more characterful editorial detail. Stacked, horizontal and icon-only variations cover every format, and enlarged crops of the monogram extend the identity into social content.