The name started it all - Go Endless, or end less. The logo builds on that idea in two ways. An arrow is worked into the mark to point the way forward, a nod to Go Endless as a guide toward more mindful choices. In the primary logo, the G in “Go” and the E in “Endless” connect through flowing lines to form an infinity symbol, representing the cycle of reusing, repairing and keeping things in use. The submarks carry the same infinity loop into a compact form, so the idea holds up even at the size of a profile picture or favicon.