The company is in the wedding memories business, cinematic type videos. It's about reliving a very touching and perfect memory making it immortal. I started from the word "memento" which means moment, so I continued with the idea of time stop. Hence the idea of clock came in. The clock suggest stopping time, reliving a memory, making it perfect. Then I added the other parts of the M to the graphic to be more suggestive to the name itself. And overall you could also say that it depicts a very abstract camera which is not bad giving the nature of the business, especially because it's not the main idea here - making the whole design smart and unique.