The developmental progression of the Hometta mark. Courtesy of Thumb.The name Hometta—and its logotype—is the creation of Jessica Young and Luke Bulman of Brooklyn-based graphic design office, Thumb. Herewith, a bit of history:

We were approached by the company that is now Hometta, before that name was intact, to come up with a ground-up visual identity package, including a name. We settled on Hometta, finding its slightly obscure yet still familiar and friendly quality, its memorable nature, and its typographic possibilities perfect for this new company. When designing the identity system our approach was to communicate the modern sensibilities of the company, and to include some visual reference to "house," thus the ever-so-slightly pitched line in the mark. After all, even flat roofs have to drain.

So true. Thank you, Thumb.

It also happens that Hometta is a particularly Finnish sounding name, which is completely accidental. But if pressed, we'll say it is an homage to Alvar Aalto.