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The Story Behind Our Name

Throughout the years that AtticSalt has been in business, we have lost count of how many times people have asked about our name. It holds such great significance to us and what we stand for. Here’s the backstory of how our namesake came to be.

It has always been our vision to become a leader in brand identity development. Since the beginning, naming was to be one of our primary services. Therefore, it was imperative that our own name was a case study in itself.

We searched tirelessly to find a word or phrase that sparked curiosity, embodied our values, and also captured the essence of what branding can actually accomplish for our clients. This is certainly a tall order of requirements to meet.

The research and brainstorming lasted months, and our list was over 300 names long. We were starting to go cross-eyed and at times debated just blindly dropping a finger on the page and moving forward with whichever name that was. Then we had a major breakthrough.

Our expedition led us to Attica, a region of ancient Greece whose people were famously recognized for their innate ability to articulate great stories with charming wit. It was as if these proverbs from the past were painting the picture of our agency’s future.

Simply put the ancient adage translates to, “Sparkling thought, well expressed.”

Good communication is the foundation of a successful brand. It’s how a company expresses its value in a way that deeply connects with their target audiences. We’ve always believed that there’s no better way to grab people’s attention than a great story. Storytelling gets people emotional and tugs at their heartstrings and is the heartbeat of world-class branding.

From the beginning we wanted to create brands that grab people by the eyeballs, captivate them, and connect with them in an extraordinary way. We wanted to help our clients tap into human psyche and create religious followers much like Apple is notorious for having. The Attic Salt name could not have been more perfect for us.

It has always blessed us with inspiration to create simple, yet clever solutions for our clients. For us, AtticSalt is not just a name. It’s a belief system.

Beyond our name, it was important to us that a piece of Attica continued to live on through our visual identity as well. Coming across the Attica Flag was love at first sight. It was a simplistic design of a plus that sits in the center of a bold blue background. This made it so easy for us to incorporate it into our logo. The plus not only pays homage to the Attica Flag but to our studio as well. It represents our uncompromising company values and the benefit we add to all of our partnering brands.

By Rani Sweis Apr 01, 2020
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