What's in a Name? The KINBUILT Wordmark Design

I often get asked "Why the name KINBUILT?" As a designer, there's always a story that begins with teeth extraction and leads to an eventual submission, then acceptance. 

The creative process of how KINBUILT was born is generally how I go about naming anything from products, brands and even our children ;)

Early on, the words "Kith", "Kid" and "Kin" were all shortlisted as I wanted a name that expresses our product focus, but also allows for evolution beyond baby, or newborn accessories. "Kin" is a broader, more inclusive noun having roots in ancestry and tribes. I love this narrative, but it needed a sibling...an action-oriented word.

Some factors that shaped the final design decision:

  • Too many baby brands with an "&" or "And" combining 2 words, or names.
  • Must be short and emotional to capture attention and spur investigation.
  • Convey the brand ethos to a diverse global audience simply, graphically.
  • Express brand's aspirational qualities: confidence, modernity, ruggedness.
  • Overt pandering to baby/female imagery and logos is too expected.
  • Easily reproduced in black, or white versions on labels, website, print, etc.

Earlier iterations exploring notions of construction and play:

  1. First - 90's hip-hop reference became too limiting.
  2. Middle - Inspired by Popsicle sticks but lacked excitement.
  3. Last - Origami and folded letters felt over designed.

These 2 short words combined, do a lot to encompass our purpose. We are about family and continuous growth, striving to improve upon the last version.


noun - 1. ones family and relations


verb - 1. constructed parts together over time.

KINBUILT Logo Exploration

"Strength and confidence rooted within an architectural structure"

The final KINBUILT mark expresses our design ethos with minimalism and clarity.

Notice that the letter 'n" in KIN is lowercase while the other letters are capitalized. This symbolizes a smaller child flanked on both sides by a "adult" letters signifying family while the rectangular surround offers shelter and protection like a house.