Everything you need to know about the lowercase u logo

The lowercase u logo has become a recognized symbol in the world of branding and design. This iconic letter, presented in a minimalistic and stylish way, represents much more than just a simple character. It embodies the essence of a brand or a company, becoming a powerful tool for recognition and identification.

The lowercase u logo, also known as an icon, is widely used across various industries and sectors. Its clean and modern design makes it suitable for both digital and print applications. When designing a logo, the choice of font is crucial, and the lowercase u font offers a wide variety of options. From bold and strong to elegant and refined, there is a perfect lowercase u font for every brand or company.

Branding is essential for any business, and a well-designed lowercase u logo can make a significant impact on a company’s success. It helps establish a visual identity, creates brand recognition, and communicates the values and personality of a brand. Whether it’s a tech startup, a fashion label, or a marketing agency, the lowercase u logo can add a touch of professionalism and sophistication to any brand.

In conclusion, the lowercase u logo is more than just a symbol or an icon. It is a representation of a brand’s identity, a powerful tool for recognition, and a reflection of the company’s values and personality. With its clean and modern design, the lowercase u logo has become a staple in the world of branding and design, providing a wide variety of font options to suit any brand or company.

What is a Lowercase U Logo?

A lowercase u logo refers to a logo design that incorporates the letter ‘u’ as a central element. This can be in the form of an icon, font, symbol, or any other design element that represents the lowercase letter ‘u’ in a unique and recognizable way.

Lowercase u logos are commonly used in branding to represent companies or products that have a name starting with the letter ‘u’. They can be simple or complex, depending on the design concept and the overall branding strategy of the company.

Importance of a Lowercase U Logo

A lowercase u logo is an essential part of a brand’s visual identity. It serves as a visual representation of the brand and helps to establish brand recognition among consumers. The logo becomes a symbol that customers can easily associate with the company, its products, and its values.

By using a lowercase u logo, companies can create a visually appealing and memorable brand image. The design elements and colors used in the logo can convey the brand’s personality and evoke specific emotions, helping to create a strong brand connection with consumers.

Design Considerations for a Lowercase U Logo

When designing a lowercase u logo, several factors need to be considered. These include:

  • The font style: The font style used for the letter ‘u’ should be chosen carefully to align with the overall brand identity and message.
  • Color palette: The colors used in the logo should complement the brand’s color palette and evoke the desired emotions.
  • Simplicity: A well-designed lowercase u logo should be simple and easily recognizable, even in small sizes or when displayed on various platforms.
  • Uniqueness: To stand out from competitors, it is essential to create a unique lowercase u logo that sets the brand apart.

Overall, a lowercase u logo is a powerful tool in branding, helping companies establish a visual representation of their brand and create a strong connection with consumers.

Design Principles of a Lowercase U Logo

A lowercase u logo can be a powerful branding tool when designed correctly. The design principles for creating a lowercase u logo involve careful consideration of the font choice, symbol incorporation, and overall design aesthetics.

The font used for the lowercase u letter should be clean, legible, and representative of the brand’s personality. Whether it be a crisp and modern sans-serif font or a more traditional and elegant serif font, the font choice should evoke the desired feelings and convey the brand’s message effectively.

The symbol within the lowercase u logo can further enhance its design and make it visually appealing. The symbol can be integrated within the letter itself, replacing a part of it, or placed beside the letter to create a unique icon. The symbol should complement the overall design and reflect the brand’s core values while being visually balanced and easily recognizable.

The design of a lowercase u logo should prioritize simplicity, clarity, and uniqueness. A clean and uncluttered design allows the logo to be versatile and adaptable to various applications, such as digital platforms, print materials, and merchandise. The logo should also be memorable and distinct, standing out among competitors and leaving a lasting impression on the audience.

When designing a lowercase u logo, it is important to consider the overall branding strategy and ensure that the logo aligns with the brand’s identity. The logo should be cohesive with the brand’s visual elements, color scheme, and overall brand personality. This consistency helps in establishing a strong brand image and creating a sense of trust and familiarity with the audience.

In conclusion, the design principles of a lowercase u logo involve careful consideration of font selection, symbol incorporation, simplicity, uniqueness, and alignment with the overall brand identity. By adhering to these principles, a lowercase u logo can effectively represent a brand, leave a lasting impression, and enhance the overall branding efforts.

Importance of Lowercase U Logos for Brands

A logo is a visual representation that serves as the face of a brand. It is an essential component of a brand’s identity and plays a crucial role in its recognition and recall. When it comes to logo design, each element, including the font and symbol, must be carefully chosen to reflect the brand’s values and personality.

One design element that has gained popularity in recent years is the lowercase ‘u’ logo. This minimalist and sleek symbol has become a favorite choice for many brands across various industries. Its simplicity and clarity make it instantly recognizable and memorable.

Unique and Memorable

The lowercase ‘u’ logo stands out due to its uniqueness and simplicity. In a world where brands are competing for attention, having a distinct logo is crucial for staying memorable in consumers’ minds. The lowercase ‘u’ stands out from the crowd of uppercase logos, making it more likely to be noticed and recognized.

Another advantage of the lowercase ‘u’ logo is its versatility. It can easily be adapted to various sizes and formats while maintaining its integrity. Whether it is displayed on a billboard, website, or social media avatar, the lowercase ‘u’ logo remains identifiable and impactful.

Conveys Modernity and Innovation

Using a lowercase ‘u’ in a logo can communicate a brand’s modernity and innovation. The lowercase letter has a sleek and contemporary appearance, which is associated with progress and cutting-edge ideas. By incorporating a lowercase ‘u’ into their logo, brands can position themselves as forward-thinking and up-to-date.

Furthermore, the lowercase ‘u’ logo can enhance a brand’s visual identity and create a sense of unity across various platforms and marketing materials. By consistently using the same lowercase ‘u’ logo across different touchpoints, a brand can build brand recognition and create a cohesive and professional image.

In conclusion, the lowercase ‘u’ logo is a powerful design element that can bring numerous advantages to a brand. Its uniqueness, simplicity, and association with modernity make it a viable option for brands looking to create a memorable and impactful visual identity. Whether it is a startup or an established corporation, incorporating a lowercase ‘u’ logo can play a significant role in enhancing a brand’s overall branding efforts.

Examples of Famous Lowercase U Logos

When it comes to branding and logo design, the letter “u” is often used in lowercase form to create a unique and memorable identity for a company or product. Below are some examples of famous lowercase “u” logos that have made a lasting impact on their respective industries.


Uber is a popular ride-hailing service that has revolutionized the way people get around in cities all over the world. Their lowercase “u” logo is a simple yet recognizable icon that represents their brand and signifies their commitment to providing convenient and affordable transportation options.

Under Armour

Under Armour is a well-known sportswear brand that produces apparel and footwear for athletes and fitness enthusiasts. Their lowercase “u” logo is sleek and modern, reflecting the brand’s innovative approach to performance gear. The logo is often seen on their products, as well as in advertising and marketing materials.

These are just two examples of famous lowercase “u” logos, but there are many others out there. The lowercase “u” can be a powerful symbol in logo design, representing simplicity, elegance, and modernity. Whether it’s in the font choice, the color scheme, or the overall design, lowercase “u” logos have the ability to make a statement and leave a lasting impression.

How to Create a Lowercase U Logo

Creating a lowercase U logo can be a great way to represent your brand or business. The letter U is a simple yet versatile icon that can convey various meanings and concepts. Whether you’re a designer looking to create a logo for a client or a business owner planning to establish a unique brand identity, here are some steps to help you design a lowercase U logo:

1. Research and Conceptualize

Before diving into the design process, it’s important to conduct thorough research and brainstorm ideas for your logo. Consider the message and values you want your logo to represent. Is it a playful and creative brand or a more professional and corporate one? This will help you determine the style and font that best suits your branding.

2. Choose a Font

Selecting the right font is crucial in creating a unique and impactful lowercase U logo. Look for fonts that have a clean and modern aesthetic, as they tend to work well in various applications. Experiment with different font styles to find one that aligns with your brand’s personality.

3. Design the Symbol

Once you have chosen a font, it’s time to design the symbol of your lowercase U logo. Start by sketching different versions of the letter U, exploring different shapes and forms. Strive for simplicity and clarity, as a minimalist design often has a timeless and memorable appeal.

Consider incorporating other elements or symbols that complement the letter U, such as lines, curves, or shapes. These additional elements can enhance the overall design and add visual interest to your logo.

4. Experiment with Colors

Color plays a vital role in logo design as it evokes emotions and communicates messages. Choose colors that align with your brand’s identity and appeal to your target audience. Experiment with different color combinations to find the right balance between eye-catching and professional.

5. Refine and Iterate

Once you have a rough design for your lowercase U logo, take the time to refine and iterate. Pay attention to the proportions, spacing, and overall balance of the logo. Consider seeking feedback from others, such as peers or potential customers, to gain valuable insights and make necessary adjustments.

Remember, logo design is an iterative process, and it may take several rounds of refinement before you achieve the desired result. Don’t be afraid to experiment and think outside the box to create a truly unique lowercase U logo that represents your brand in the best possible way.

Choosing the Right Font for a Lowercase U Logo

When designing a lowercase u logo, one of the most important aspects to consider is the font choice. The font you choose will heavily influence the overall design and branding of the logo.

Symbolic Representation

The lowercase u symbol is iconic and represents various concepts such as unity, uniqueness, and universality. Therefore, when selecting a font for a lowercase u logo, it is crucial to choose one that captures the essence of these qualities. The font should be clean, simple, and easily recognizable.

Design and Branding

The font you choose for a lowercase u logo should align with your brand and its values. If your brand is modern and minimalist, consider using a sans-serif font. This type of font is clean, sleek, and contemporary, which can enhance the overall look and feel of your logo. On the other hand, if your brand is more traditional and elegant, a serif font might be a better choice. This type of font exudes sophistication, class, and reliability.

Font Type Description
Sans-Serif A modern and minimalist font style that is clean and sleek.
Serif A traditional and elegant font style that exudes sophistication.

Additionally, consider the legibility of the font. The lowercase u symbol should be easily readable and distinguishable, even at smaller sizes. Avoid using overly ornate or decorative fonts that may hinder legibility.

Choosing the right font for a lowercase u logo is crucial for effective branding and design. Take the time to explore different options, consider the symbolic representation, and align the font with your brand’s values. With the right font, your lowercase u logo will make a lasting impression and become a recognizable symbol of your brand.

Color Psychology in Lowercase U Logos

In the world of design, logos are an essential element of a brand’s identity. They serve as a symbol that represents a company or organization, and help to create recognition and recall among customers and clients. One popular design choice for logos is the use of the lowercase letter “u” as a central element.

The lowercase “u” is a minimalistic and modern choice for a logo, which can convey a sense of simplicity, elegance, and versatility. When it comes to color choices for lowercase “u” logos, the psychology of color plays an important role in creating an effective and impactful design.


Blue is a commonly used color in lowercase “u” logos. It is associated with trust, reliability, and professionalism. Brands that opt for a blue lowercase “u” logo want to convey a sense of security and dependability to their audience.


Green is often used in lowercase “u” logos to symbolize growth, freshness, and eco-friendliness. Brands that choose a green lowercase “u” logo are often associated with nature, sustainability, and health.


Red is a bold and attention-grabbing color, and it is often used in lowercase “u” logos to convey passion, energy, and excitement. Brands that opt for a red lowercase “u” logo want to create a sense of urgency and action among their target audience.

Other color choices for lowercase “u” logos include yellow, which symbolizes optimism and creativity, and purple, which represents luxury and creativity. The color psychology behind these choices helps to create a unique and impactful branding experience for customers and clients.

In conclusion, when designing a lowercase “u” logo, it is important to consider the psychology of color. By choosing the right colors, brands can effectively convey their desired message and create a strong and memorable visual identity.

Placement of a Lowercase U Logo

When it comes to design and branding, the placement of a lowercase “u” logo is crucial. The lowercase “u” logo, often represented as a lowercase “u” letter or a font icon, is an important element of a brand’s visual identity.

The placement of a lowercase “u” logo should be thoughtfully considered to ensure it is visible and easily recognizable by the target audience. One common placement option is in the top left corner of a website or document, commonly known as the “cornerstone” placement. This placement allows the logo to be easily noticed when users first land on a website or open a document.

Another popular placement option is centered at the top of a website or document. This placement draws attention to the logo and makes it the focal point of the page, reinforcing brand identity.

Placement in the Header

Placing the lowercase “u” logo in the header of a website or document is a strategic move. It ensures that the logo is consistently visible across all pages or sections of a website or document. This placement is particularly useful for establishing brand recognition and creating a cohesive visual experience for the users.

Placement in Combination with Text

In some cases, the lowercase “u” logo can be placed alongside text, such as a brand name or a tagline. This placement option helps to reinforce the connection between the logo and the brand’s identity. It is important to ensure that the logo and text have enough space between them to maintain readability and legibility.

In conclusion, the placement of a lowercase “u” logo plays a significant role in branding and design. Whether placed in the top left corner, centered at the top, in the header, or in combination with text, the positioning should be deliberate and purposeful to effectively communicate the brand’s identity.

Benefits of Using a Lowercase U Logo

A logo is an important visual representation of a brand. It serves as an icon that helps users identify and remember a brand. When it comes to logo design, the choice of font and letter design plays a crucial role in creating a strong and recognizable brand identity.

1. Unique Design

Using a lowercase “u” as a logo symbol can provide a unique and distinctive design. While many brands use uppercase or capitalized letters in their logos, a lowercase “u” stands out from the crowd and can help your brand make a memorable impression.

2. Versatile Branding

A lowercase “u” logo offers versatility in terms of branding. It can easily be integrated into various marketing materials, such as business cards, websites, and social media profiles. The simplicity of the design allows for easy adaptation and scalability across different platforms and media.

Additionally, the lowercase “u” can be used as a standalone symbol or combined with other elements to create a more complex logo. This flexibility gives your brand options when it comes to expressing its identity and values through visual representation.

In conclusion, using a lowercase “u” logo can provide several benefits for your brand. It offers a unique design that stands out from competitors and supports versatile branding across various platforms. Consider incorporating a lowercase “u” into your logo design to create a visually appealing and memorable representation of your brand.

Tips for Designing an Effective Lowercase U Logo

When designing a logo, each letter plays a crucial role in representing a brand and conveying its message. This holds true for the letter “u” as well, in the case of a lowercase u logo. Here are some tips to create an effective lowercase u logo that captures attention and promotes brand recognition.

1. Choose the right font: The font you choose for your lowercase u logo should reflect the overall branding of your company. Select a font that aligns with the personality and values of your brand. Whether you want your logo to be elegant, playful, or modern, the font you choose will play a significant role in conveying that message.

2. Experiment with the letter shape: While the letter “u” might seem simple, there are various ways to design it uniquely. Experiment with different shapes and styles to find one that stands out and is memorable. Ensure that the shape you choose complements the overall design of your logo and enhances brand recognition.

3. Use symbolism: Incorporate symbolism into your lowercase u logo design to add depth and meaning. Symbolism can help communicate the brand’s values, mission, or the products/services it offers. Think about how you can visually represent these elements using the letter “u” to create a powerful and impactful logo.

4. Pay attention to color: Color choice is crucial when designing a logo. Consider the emotions and associations different colors evoke and select a color palette that aligns with your brand’s identity. Experiment with different color combinations to find a visually appealing and attention-grabbing combination for your lowercase u logo.

5. Keep it simple yet memorable: Simplicity is key when it comes to logo design. The lowercase u logo should be easy to recognize and remember. Avoid cluttering the design with unnecessary details or complex shapes. Strive for a clean and minimalistic design that leaves a lasting impression on viewers.

6. Test across different mediums: Once you have designed your lowercase u logo, test it across various mediums to ensure it remains effective and legible. Test it in different sizes, backgrounds, and digital/print formats. This will help you identify any potential issues and make necessary adjustments to enhance its visibility and readability.

In conclusion, when designing a lowercase u logo, consider font selection, letter shape, symbolism, color, simplicity, and versatility. Combining these elements will help you create an effective and visually appealing lowercase u logo that effectively represents and promotes your brand.

Common Mistakes in Lowercase U Logo Design

Creating a logo for a brand is a crucial aspect of branding. The logo serves as the visual representation of the brand and it should effectively communicate the brand’s values and identity. When designing a logo with a lowercase u, there are some common mistakes that designers should avoid:

1. Poor font choice

The font selection is an important decision when designing a logo. Using a font that is difficult to read or that doesn’t align with the brand’s image can be a mistake. When designing a lowercase u logo, it’s important to choose a font that is clear and legible.

2. Lack of uniqueness

To stand out in a crowded market, a logo should have a unique and distinctive design. Using generic symbols and design elements can make the logo appear forgettable and unoriginal. When designing a lowercase u logo, it’s important to think creatively and come up with a design that is distinct and memorable.

Common Mistakes in Lowercase U Logo Design
Poor font choice
Lack of uniqueness

Trademark Considerations for Lowercase U Logos

When creating a logo for your brand, one important consideration is the use of letters, fonts, symbols, and icons. A lowercase u logo can be a unique and eye-catching design choice for your branding.

However, it is important to consider trademark issues when using a lowercase u logo. Trademarks are used to identify and protect the unique characteristics of a brand. If your lowercase u logo is too similar to an existing trademark, you may face legal challenges or infringement claims.


One of the key factors in trademark law is the distinctiveness of a logo. The more unique and creative your lowercase u logo is, the stronger your trademark protection will be. It is important to create a design that is different from existing logos or trademarks, especially those in the same industry or market.

Trademark Search

Before finalizing your lowercase u logo, it is recommended to conduct a thorough trademark search. This search will help you identify any pre-existing trademarks or logos that are similar to yours. You can use online databases or consult with a trademark attorney to ensure that your logo does not infringe on someone else’s rights.

If you find any similar logos or trademarks during your search, it is advisable to reconsider your design and make necessary modifications to avoid potential legal troubles in the future.

Remember, a well-designed and distinctive lowercase u logo can be a powerful branding tool for your business. Just make sure to take trademark considerations into account to protect your brand and avoid any legal issues.

Evolution of Lowercase U Logos

The letter “u” is a versatile and commonly used letter in logo design and branding. Its lowercase form, in particular, offers certain design possibilities that can help create a unique and memorable logo.

Over the years, the design of lowercase “u” logos has evolved. Initially, these logos were simple and straightforward, often using a basic font to represent the letter. These logos embodied simplicity and clarity.

Early Designs

In the early days of logo design, lowercase “u” logos were often created using a serif font. This added a touch of elegance and sophistication to the design. These logos focused on the readability of the letter, making sure that it was easily recognizable.

As technology progressed, designers started experimenting with different fonts and styles to create more unique logos. The lowercase “u” was no exception, and designers began incorporating various fonts and typographic elements to make the logos stand out.

Modern Designs

In recent years, lowercase “u” logos have taken on a more modern and minimalistic approach. Companies have opted for clean and streamlined designs that communicate simplicity and professionalism. These logos often use sans-serif fonts and focus on minimalistic shapes and lines.

Additionally, some companies have started to incorporate graphics and icons that represent their brand or industry alongside the lowercase “u.” This combination of typography and iconography helps visually communicate the company’s identity and values.

The evolution of lowercase “u” logos reflects the changing trends in logo design and branding. As design technology advances and companies strive to create a unique and memorable brand image, the simplicity and versatility of the lowercase “u” offers designers a powerful tool to communicate an organization’s identity.

Overall, lowercase “u” logos continue to be a popular choice for companies due to their simplicity, versatility, and readability. Whether the logo is designed using a classical serif font or a modern sans-serif font, the lowercase “u” provides a strong visual anchor that can help establish a brand’s presence in a competitive market.

Future Trends in Lowercase U Logo Design

Logo design is an essential element of branding for any company. It helps create a unique identity and leaves a lasting impression on viewers. One popular trend in logo design is the use of lowercase letters, especially the letter “u”. This trend has gained popularity in recent years and shows no signs of slowing down.

Typography and Fonts

When it comes to lowercase “u” logos, typography plays a crucial role. Designers are experimenting with various fonts to create distinctive and eye-catching logos. From clean and minimalistic sans-serif fonts to more playful and creative script fonts, the options are endless. The choice of font can convey different brand personalities, whether it’s a modern and slick aesthetic or a friendly and approachable vibe.

Additionally, designers are paying attention to the shape and structure of the letter “u” itself. Some prefer a more rounded and curved design, while others opt for a more angular and geometric approach. These choices can evoke different emotions and perceptions, such as softness, strength, or innovation.

Icon Integration

Integrating an icon or symbol into the lowercase “u” logo design is another emerging trend. The icon can represent the company’s industry or values, adding depth and meaning to the logo. For example, a technology company might incorporate a circuit board or a gear into the letter “u” to convey innovation and expertise. This combination of the letter and the icon creates a visually striking and memorable logo.

Moreover, the use of negative space is becoming increasingly popular in lowercase “u” logo design. Designers are utilizing the space within and around the letter “u” to create hidden or clever shapes that add an element of surprise and intrigue. This technique not only enhances the visual appeal but also allows for a more versatile logo that can be used in various contexts.

In conclusion, the future of lowercase “u” logo design looks promising as designers continue to push boundaries and experiment with typography, fonts, icon integration, and the imaginative use of negative space. These trends will ensure that lowercase “u” logos remain relevant and captivating, capturing the attention of both clients and consumers.


1. “The power of lowercase u in logo design”

In this article, the author discusses the significance of the lowercase “u” letter in logo design. The lowercase “u” is often associated with simplicity, elegance, and modernity, making it a popular choice for branding. The article explores various examples of lowercase “u” logos and explains how they effectively convey the brand message.

2. “Choosing the right font for your lowercase u logo”

When designing a lowercase “u” logo, it is essential to select the right font to convey the desired message. This article provides tips and guidelines for choosing fonts that complement the lowercase “u” and enhance the overall design. It discusses the importance of considering factors such as readability, brand personality, and target audience when selecting a font for a lowercase “u” logo.

Source Description
“The power of lowercase u in logo design” A blog post discussing the significance of using lowercase “u” in logo design
“Choosing the right font for your lowercase u logo” An article providing tips and guidelines for selecting the right font for a lowercase “u” logo

These references will provide valuable insights and information for anyone looking to design a lowercase “u” logo or understand its significance in branding and design.

Further Reading

Want to learn more about branding and logo design? Here are some resources that you might find helpful:

1. “Logo Design Love: A Guide to Creating Iconic Brand Identities” by David Airey

In this book, David Airey provides an in-depth guide to creating effective logo designs and building strong brand identities. He explores the process of logo design and shares valuable insights and case studies.

2. “Logo Modernism” by Jens Müller

This book offers an extensive collection of logo designs from the modernist era, showcasing the evolution of logo design and the impact it has had on modern branding. It’s a great resource for those looking to explore the history and trends of logo design.

3. “The Non-Designer’s Design Book” by Robin Williams

This book is a great starting point for beginners in graphic design and covers design principles, typography, and layout basics. It’s a practical guide for anyone looking to understand the fundamentals of design, including logo design.

4. “Logo Design Workbook: A Hands-On Guide to Creating Logos” by Sean Adams

Sean Adams takes a hands-on approach to logo design in this workbook. It provides practical exercises and examples to help designers master the art of logo creation. It’s a useful resource for those looking to develop their logo design skills.

Remember, when designing a lowercase “u” logo or any other letter-based symbol, consider the font selection, visual hierarchy, and simplicity of the design. These resources will help you understand the key principles and techniques behind effective logo design.

Question and answer:

What is a lowercase u logo?

A lowercase u logo is a logo design that features the letter “u” in lowercase form as the main element. It is commonly used by companies and organizations to represent their brand or identity.

What is the significance of a lowercase u logo?

The significance of a lowercase u logo can vary depending on the context and the company that uses it. In general, lowercase letters are often associated with simplicity, modernity, and a more informal and approachable brand image.

Can you provide some examples of companies or brands that use a lowercase u logo?

Sure! One well-known example is the logo of Uber, a ride-sharing company, which features a lowercase “u” in a stylized form. Another example is the logo of Uniqlo, a Japanese clothing brand, which also uses a lowercase “u” as part of its logo design.

Are there any design principles or guidelines for creating a lowercase u logo?

While there are no strict rules, designers often consider factors such as legibility, simplicity, and uniqueness when creating a lowercase u logo. It is important to ensure that the logo is easily recognizable and can be scaled effectively across different mediums and sizes.

Can a lowercase u logo be used for any type of business?

Yes, a lowercase u logo can be used for a wide range of businesses and industries. It is a versatile design element that can be adapted to suit different brand identities and target audiences. However, it is important to consider whether the lowercase u logo aligns with the overall brand values and image.

What is the lowercase u logo?

The lowercase u logo refers to a logo design that features the letter “u” in lowercase as its primary visual element.

Why is the lowercase u logo popular?

The lowercase u logo is popular because of its simplicity, versatility, and modern aesthetic. It is often used by companies and brands that want to convey a sense of innovation and forward-thinking.