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LOGO & SLOGAN EXPLORATIONS

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While writing the Origins #5 post about branding, we went through the archive of
ideas and drafts for a name and logo. It turned out there were so many
variations that we thought they deserve a separate post.

First, there was ‘Qool’ — a name that I came up almost at the moment the idea
for the product was born. I considered this as a name that fits the properties
of the product — it keeps you looking fresh and cool! Of course, it had to be
spelled with a ‘Q’ just like the qool kids on the block ;)

In the early days we didn’t really focus on coming up with a name. Whenever
there was time we would bounce some ideas off of each other. One of those that
we felt was worth exploring further at the time was ‘`FORTT’. The name comes
from the word ‘comfort’. It came to me after a full day of traveling where I was
dreaming of wearing a comfortable shirt that has stretch and wicks moisture. I
also thought of a tagline to go along with the name — ‘Comfort in Style’.

Another name that we considered for a brief moment was ‘HardWired’. I confess I
thought of it after listening to Metallica’s song (of the same name) on repeat
for about 2 months :D I am quite proud of the logo though.

I really liked the draft I made for HardWired, but the name didn’t stick. So I
tried repurposing the logo for the name ‘HackWork’. According to the
Meriam-Webster dictionary ‘hackwork’ is the literary, artistic, or professional
work done on order usually according to formula and in conformity with
commercial standards. Sounded fitting. But also wasn’t going to be our name of
choice.

While brainstorming about the brand, another name came up — ‘UPFRONT’. As an
adverb the word means ‘at the front, in front’ and as an adjective, ‘bold,
honest, and frank’. These definitely felt like the qualities and values we want
our brand to have. But the name still didn’t resonate much.

In my archive I see one more draft — ‘AVE’, but to be honest I don’t remember
much about why I was exploring it as an option :D I am pretty sure I was looking
at Latin words with deep meaning and also because they often sound really well.

Below is a list of several other names we discussed (again, with inspiration
from Latin):

- Alegro wearalegro.com

- Ordo — order

- Paratus — prepared

- Curago — take charge

- Young & Wise

- Activewear

- Activ

- Eager

- Refactor -inspired from our programming experience, but too niche.

This is a brief look at the options we went through before DULO became the
chosen one. When we were thinking about names we looked for something that
encompasses the values we want to have in the brand as well as the product
qualities. It was also important to be short and look good on a future
storefront. None of the above checked all those categories, except DULO.

BONUS

While working on different name and logo variations we were also considering to
have a tagline/slogan accompanying the name. Here are some of the things we had
in mind.

Below, we attached a few of the logo + slogan iterations as well.

You can follow the journey on Instagram, Facebook, YouTube, Twitter and
Snapchat. We encourage any questions, advice, or just say Hi (rhymes) Thank you!



Public Last updated: 2024-02-29 11:35:21 AM

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