Alex Woo logo proudly on display in office in New York City.

"Yes, there was excitement in the air. A new logo was about to be revealed after months, if not years of discussion. Everyone could not help holding their breath as Alex talked about a new and exciting future, which the logo reaffirmed. I heard a gasp as it was unveiled. Immediate smiles turned to clapping. Fresh and contemporary, it signaled a new direction that was bold, beautiful and personal. It was a moment to remember."

The new Alex Woo logo is a vital expression of our identity.

In partnership with Lippincott, a leading brand design consultancy, we sought to tell our story, just as we share the unique stories that bring our lives together in beautiful ways.

Our logo's script is energetic and lighthearted, yet grounded by a descriptor that visually and conceptually provides a sense of place. Handwritten forms evoke the craft and care that go into everything that we make, and the united ‘x’ and ‘W’ convey our commitment to connecting with our customers and with the world.

We're thrilled to share the Alex Woo logo with our customers, partners, and supporters — its a signal of how much these relationships matter to us, and how we hope to keep them thriving.

To all of you, from all of us at Alex Woo!

Did you know that a significant aspect of the logo includes a font that chronicles the many forms of vernacular lettering throughout New York City? Long before the emergence of a profession called "graphic design," there was signage and the letter forms were inspired by a form of architectural signage that achieved popularity in the mid-twentieth century. Walking block by block throughout Manhattan, the Gotham designers spent time examining all aspects of New York that was fresh and contemporary and it all started with the charming, but rarely examined sign for the Port Authority Bus Terminal.

Since creation, the font has been highly visible due to its appearance in many notable places, including a large amount of campaign material created for Barack Obama's 2008 presidential campaign, as well as the cornerstone of the One World Trade Center, the tower to be built on the site of the former World Trade Center in New York.