Behind the Scenes of My Rebrand: Meaning Behind the Name & Logo

Woohoo! Time to share part 2 of my rebrand: the meaning behind my business name and new logo! (If you missed it, read part 1 of my rebrand here)

This post is honestly overdue. I chose the name Charuk Studios even before I officially launched as a business! I changed my Instagram handle back in University when I was solely focused on school and getting a job post graduation, so I must have had some intuition I would pursue something down the line.

I want to finally explain my thought process when I chose my business name because people have assumed Charuk Studios is a physical studio space, which has been a bit awkward and a let down when I tell people it’s not.😅 There’s actually a different reason behind my name choice and I thought that would make a good story to share.

Behind the Scenes of My Rebrand: Meaning Behind the Name & Logo by Charuk Studios

Also for a couple months I was contemplating switching my business name to just my name, Jess Charuk. That opened a whole can of worms because it would make sense if I were to shift and be a personal brand (I'm in the process of doing) but in the end I decided to keep Charuk Studios because there was a lot of meaning behind the name that I didn’t realize. I’ll explain.🤗


The Name

First part is that Charuk Studios is a creative studio. I wanted to offer a variety of services and not be limited by what I could do by my business name. I say this because when I started photography I made my Instagram Jessica Charuk Photography. But I quickly changed it once I realized how the name could keep me from growing and evolving.

Now I’m very thankful because in addition to photography I also offer videography, creative direction and I’m adding coaching for aspiring creators and business owners, and eventually I’d love to add speaking to that list. So yes there’s a variety I’m interested in! And of course I love sharing my thoughts through my blog.

The second meaning behind Charuk Studios (I realized recently when I dug deeper) was I love to create anywhere! I think it’s a beautiful dream to want to own a physical studio place, but that’s not mine right now. For now I love having the flexibility to create anywhere. I am deeply inspired by my environment, I love travelling to new places and am always exploring new locations for photo shoots. I even rent different studios to use because I love to change it up. I honestly see the world as my studio!🤩

Down the line when I buy property for myself to live in, I totally envision making my future home my studio! Not a separate room, but designing each individual room to be lovely and a stunning place to style and create in. I really like blending my life and work, I don’t see them as separate parts of me, so therefore why not blend my home and studio together? My business name kind of represents that too in a way. Charuk represents me and Studios represents my work, they go together to create one blended entity.


The Logo

So I love the name Charuk Studios and kept it! However I did change my logo during my rebrand. After choosing the words feminine, vibrant and playful to describe my aesthetic I wanted my logo to embody those words to keep the whole brand consistent. (Read more about my rebrand's visual direction here!)

My designer, Christina, did this buy choosing a lovely and whimsical cursive font paired with a classic san serif. I love what she designed because it doesn’t feel too girly or bridal which can sometimes happen when using a cursive font for a logo. It really just feels carefree and effortless. Ahh I love. And seeing it in different colours is so pretty, that ties in the vibrancy.💕

Charuk Studios Logo

I wanted a whole post dedicated to the name and logo because I believe a name isn’t that important when you start a business, the brand’s reputation really is what makes a name. But choosing something that has personal meaning to you and has a story will make it timeless even if no one else understands it. And really, who doesn’t love a good story?

So now you all know how I chose my name and why it’s special to me. I would love to hear how you named your blog or business and the meaning behind it!


If you are having trouble defining your brand direction download my FREE brand questionnaire to help refine your vision and pick an appropriate name for your business or blog.😊