Logo Brands is a family owned business that has grown from a small two-car garage to several million square feet of office and warehouse space. They were a “startup” before that phrase was even popular. Now, they are the #1 licensee for hard good sports products. The company used to be known as “Logo Chair” since that was the first product they merchandised. A simple, light weight, collapsible chair to take with you to an outdoor event. Soon the company started to distribute other items, like coolers, bags, tents, and other related items. Several partnerships, companies and organizations gave Logo Chair the rights to manufacture and distribute products with officially licensed Collegiate and Professional team logos and trademarks. When Logo Chair decided to expand with fashion items and other products related to their core business, the name was adjusted to “Logo Brands”. This new identity was to express the new company, without loosing the equity built over the years. People called the company “Logo” anyway and it seemed logical to keep this abbreviation and perhaps make it the main brand identifier. To create a logo for Logo Brands was obviously a design challenge since the word “Logo” is used all over the world as a visual short form for identifying a corporation or brand. The design concept was to make the word “LOGO” unique by stacking it in two lines, using very symmetrical letterforms to form a square. The verb “GO” is revealed as part of the word connecting it to the activities related to the products. “GO” is an encouraging word and also an ideal start of potential taglines emanating from it. A second identifier was developed in form of a wordmark using the whole name “logobrands” for situations where “LOGO” alone is not sufficient. However, the logo and wordmark can be used together in more corporate situations.