The name "Ellb" means "heart" in Arabic, which is the founder's family background. The first "El" in the name represents their father's last name, ElRaheb, who built a successful consulting business from the ground up as a new immigrant to Canada. The second set of letters, "lb," are their grandmother's initials (Liza Boctor), who was the only one in their family to get an education, become a teacher, and teach in Egypt before becoming a librarian at Robarts.
The logo is a cursive wordmark inspired by the founder's childhood memory of teaching on the beach, where she would draw out words in the sand to teach her peers. The double letter l looped together to form a heart, representing the meaning of the name. The warm and approachable cursive script conveys the brand's values, while the hand-drawn-to-vector design adds an authentic touch.
The double letter "l" in the center of the wordmark is designed to form the shape of a heart, reflecting the meaning behind the name. This symbol can be used as an important part of the brand messaging, and as a visual element that ties it all together.
