The main aim was to create visible, bright logo, because the old one was hardly recognizable (reached only 7%). When the recognition of the name – 83%. The second task was to create a brand that would be modern and suitable for foreign markets – universal in different languages. So it was chosen substandard name split. The word ‘utenos’ became unique and distinctive. It was chosen two letters of logo components – ‘U’ and ‘N’ to create a symbol of brand. The junction of these two letters has a great visual weight for graphic composition. Together with the name it was used to renew clothes branding of ‘Utenos trikotažas’.