article_snippet: "We tried to come up with names that celebrated individuality, while also connoting a vibrant spirit," says Dick Lew, a partner at Houston-based Acumen Design, a branding firm brought in to hone the name and the image.
article_snippet: Once We came up with it, We knew We had a name with emotional resonance that hit a global sweet spot.
article_snippet: At the same time, though, We lawyers noted a name with emotional resonance that hit a global sweet spot had to be 'ownable and trademarkable.'
article_snippet: It makes sense, then, that a travel company with a musical name would attempt to strike a global chord.