Wicked Goods Brand Identity & Naming

Wicked Goods, a promotional merchandise company based in Boca Raton, was founded by Boston natives who wanted their brand to reflect both their professional expertise and personal authenticity. After 20 years in the industry, they needed an identity that would stand out in a crowded market while staying true to their roots and collaborative approach.

The design strategy centers on "Authentically Wicked"—embracing the Boston slang that defines their personality. The logo directly references the iconic MBTA symbol that every Bostonian knows: the "T" in a circle. By replacing the "T" with interconnected "WG" letterforms, the mark creates instant recognition for Boston clients while functioning as a clean, professional monogram for national audiences.

The color palette pulls directly from the MBTA system—the green of the Green Line, red of the Red Line, and bright yellow from the bus system branding. These colors work perfectly for promotional merchandise: they're bold, visible and energetic, while the transit inspiration reinforces themes of connection and getting people where they need to go.

The result gives Wicked Goods a distinctive brand presence that feels both personal and professional, allowing their Boston heritage to become a business advantage rather than just backstory.