ðə "ˈɔn" bɹˈænd wʌz kənsˈiːvd baɪ ðə bɹˈænd ˈeɪdʒənsi fˈɪtʃ ænd fˈiːtʃɚd ɐ lˈoʊɡoʊ fˈɔːɹmd fɹʌm ˈɔɹɪndʒkˈʌlɚd, lˈoʊɚkˈeɪs "ˈɔn" ɪnˈɪʃəlz.
The "ON" brand was conceived by the brand agency Fitch and featured a logo formed from orange-coloured, lower-case "ON" initials.