Before I answer the question of ‘what does Jelly mean,’ I’d like to pause and dedicate this February blog to my Grandma and Grandpa Sunshine. The “Sunshines” could be seen in smoke-filled clubs, watching us play loud music at 1 am and love it. Their love story is true love that lasted for 69 years of marriage.
My grandmother died 8 years ago on February 13th, 2015. Several days before my grandfather passed, he said he would be with his true love on Valentine’s Day, February 14th, 2018. And he did just that since he died on February 12, 2018. No power in the world except love could make that happen.
Although I miss them dearly, I’m glad it played out so beautifully. Both grandparents supported me in everything I did—including my art—and were incredible human beings. They both profoundly influenced me, and I dedicate this blog post to them and their love. L’Chaim!
What Does Jelly Mean, and Why?
I chose the name “Jelly” for the sole reason of the word’s breadth of meaning with people. When I began pouring in 2014, I was fascinated by the fluidity and mixing as I watched the paint move, bounce, shake, spread, and transform into its final resting state. Art was created without me ever physically touching the paint. I guide it, not place it. I also found that creating these pours was a therapeutic exercise no different from meditation, where I felt cleansed and peaceful after each session regardless of whether two or ten hours passed. I was hungry for a logo or name to represent all I experienced while pouring. There is no way my name would accurately depict any of this, but what else could?
Jellyfish!
Jellyfish imagery encapsulated the visuals and feelings I experienced throughout the pouring process. For me, jellyfish represent freedom from any single form or type; they float and flow freely, inviting imagination, creativity, and improvisation into their very being. There was also another side of Jelly I found to be true. Much like the translucent smoothness of a jellyfish, the same connotations could be made of the jelly, jam, or Jell-O’s candy-like gloss, bold colors, and wiggle movements. Call me weird, but those things all came to mind as I made these colorful mind mazes. I quickly grabbed a pen and paper and scribbled the logo below. From that point on, Jelly was born.
As years passed and I did more shows, I wanted to refine my logo to be more professional and “real.” I also introduced a tagline, “Let go of the control! Step into the fluid imagination of Jelly.” That was what I would represent in my art. I was into the logo and branding, yet there was always something lacking in the image that I couldn’t put my finger on. Tweaks were made, and the jellyfish remained from 2014 to 2021.
Movement of the Movement
To find that missing something in my logo and branding, I worked with other artistic souls in 2021 to help “simplify” my brand while retaining the jellyfish properties and experience I created through my work. The missing elements were identified during several design sessions: vibrations, sound, and music! These new brand elements drove the rebranding of Jelly; however, the hurdle of how to integrate these elements without becoming comic-like appeared.
The answer came from creating a new tagline: “Movement of the Moment.”
What the hell does that mean? Typically, I explain my art to others as a snapshot of sound and vibrations at a set point in time, space, and color. Regardless of whether I use music or various sounds as the source, the mixture of elements with gravity is where a vibration is born.
For example, if I pour paint into the corner of a canvas, the point where sound-based air connects with the canvas and paint is the central point of that piece’s creation. How? Chemistry and physics. After you nerd out and read the points below, keep this info in mind as you read on.
- Everything that begins as a vibration and gives off vibrations.
- Albert Einstein once said, “Everything in life is a vibration. These atoms are in a constant state of motion, and depending on the speed of these atoms, things appear as a solid, liquid, or gas. Sound is also a vibration, and so are thoughts.”
- The Definition of Vibrations: 1) An oscillation of the parts of a fluid or an elastic solid whose equilibrium has been disturbed by an electromagnetic wave. 2) A person’s emotional state, the atmosphere of a place, or the associations of an object, as communicated to and felt by others.
- Matter is a vibratory structure, which tells us that gravity is a direct consequence of a particular vibration.
Let Go of My Logo
“Movement of the Moment” drove me to let the jellyfish go so the new logo could represent the deep, heady vibes as explained above. My new logo does just that. Why move away from a free-flowing creature to a geometric shape with boundaries?
Let’s break it apart:
- The Geometric shape: The square or frame represents a moment in time. Without the frame, there would be no “moment.”
- Boundaries: While it appears the frame contains boundaries, it actually doesn’t. The frame isn’t binding; instead, there are openings on each side where the lines do not cross, giving the logo the opportunity to expand into another realm.
- The Circle: The circle is the point of vibration where all things begin—including art.
- The Colors: The palette is vivid but balanced and represents energy as it dissipates outwards.
- The Waves: The waves represent motion from the central vibration and resistance of gravity.
There you have it, folks! Probably way more information than you thought you would read about the meaning of Jelly. As you can see, it means so much more to me than just a logo or a brand. Rather, Jelly represents the scientific foundation of life and the social, emotional, physical, and—most importantly—creative experience of life.
Peace and balance!
Aaron
