Urban Roots Media bridges the gap between innovators and culture-at-large. Their goal was to scale the Urban Roots visual design to fit their brand essence of being sophisticated, yet enlightened and chill. The logo system includes a symbol, wordmark, and combination mark that communicate their values of creativity, quality, and innovation. The symbol is constructed of a repeating U shape form that also can be identified as a bridge when flipped vertically. The bridge represents the unity of innovation and culture as stated by the company as their reason for existing.