Brand identity matters for every business. If you’re wondering how to create an eye-catching logo or reinforce brand recognition for your own company, you’re in luck.

Endeavor, downtown GVL’s coworking community for creatives and professionals, spoke with several of its members – experts in creative, digital and entrepreneurship – about the process behind developing their company logos. Bonus: Each member shared some of their best advice for others looking to develop a perfect brand identity.

Arbé Digital

Biz: Web Design + Development
Members: Erick Arbe (Full Stack Developer) + Danielle Arbe (Account Director)
Founding Date: 2010
Number of Employees: 2
Endeavor Membership Type: 24/7 Private Desks

Q: What’s the origin of your name?
A: We spent almost a year trying to come up with words, numbers and ideas that we could agree on, or more importantly, weren’t already taken by another agency or company. It sounds easy because we ultimately landed on our last name, Arbé. Digital was added because we primarily design and develop websites and apps for all types of businesses.

Q: What did you consider when designing the logo?
A: To us, the palm tree represents our desire to travel. Having your own digital business allows slightly more freedom to work from anywhere. The colors, font and actual design of the Arbé Digital logo are classic, legible and the aqua color adds a pop of fun. (Yes, we spent hours picking the perfect aqua).

Q: And the meaning behind it?
A: Palm trees are flexible, without breaking, which translates to our easy-going work style. We pride ourselves on doing what we say and being easy to work with.

Q: Tell us about your logo refresh.
A: Arbé Digital was just renamed and rebranded in 2020. After Erick Arbé secured sole ownership of AO Studios that he co-founded in 2010, and I left my prior advertising agency, it was time for a rebrand that reflected our new focus.

Q: Advice to others?
A:

Be patient.
Revisit ideas that may not have been “love at first sight/thought.”
Everyone has opinions, make sure you love your logo and can defend it against any people who may question your choices.
Once you have a shortlist of names, Google them! See if any other companies like yours exist with that name. Then look up the domain name for your company and buy it, if available. Finding a URL can be another big decision when naming or renaming your company.

Upper West Creative

Biz: Branding, Advertising & Design Work
Members: Andy Mendelson (Founder & Creative Director)
Founding Date: 2014
Number of Employees: 1 (plus freelancers)
Endeavor Membership Type: 24/7 Private Office

Q: What’s the origin of your name?
A: I lived on the Upper West Side of Manhattan, and now I’m in the Upper West Corner of South Carolina. And my accountant said I had five minutes to come up with a name.

Q: What did you consider when designing the logo?
A: I wanted something that felt a little more urban since I love the energy and diversity of cities. And the colors just seemed a little unusual for an urban feel, but optimistic and energetic.

Q: And the meaning behind it?
A: We move quickly, have street smarts, don’t suffer fools, get results, care a lot about what we do, and attract great talent. I hope it does all that.

Q: Advice to others?
A: Care about it. Make sure it gives you and your team something to live up to. And make it professional enough so that it attracts good clients and customers. Don’t get too corny or crazy, or conversely, too boring.

Unicomm Media Group

Biz: Full-service Hispanic marketing, consulting and advertising firm
Members: Ramon Nieves-Lugo (Principal)
Founding Date: 1993
Number of Employees: 15
Endeavor Membership Type: Daytime Access 5 days/month

Q: What’s the origin of your name?
A: Many ad agencies use the founder’s name, but we wanted to take a different route. Our mission is to enhance the Hispanic culture and help brands increase their influence in the Hispanic market. So we wanted to use a name that is about one: about one multicultural community.

Q: What did you consider when designing the logo?
A: Since UMG is a Hispanic marketing agency, on the path to become a multi-cultural marketing agency, the use of multiple colors symbolizes the vibrant Hispanic aesthetics, as well as the diversity of cultures UMG represents.

Q: And the meaning behind it?
A: We want to make sure we convey diversity and growth.

Q: Advice to others?
A: First, ask yourself why you need a new or refreshed logo, and then ask why seven times. I say this because you need to focus on the trajectory of where your business or brand is going. If a new or refreshed logo helps you get there, then it is a no-brainer to do it. We know where we are going, and our change reflects our desire to reach our Big Hairy Audacious Goal (BHAG).

See how two more Endeavor members – Infinity Marketing and Blumer CPAs – created their logos (plus what inspired Endeavor’s own name and visual identity) here. Ⓟ