Marc Ecko found the inspiration for the rhino logo after a trade show he attended.

I was sitting at my parents' house trying to figure out some way to brand myself. I look up, and there, standing on my dad's shelf was this collection of wood rhinos. Hmmm, I thought, A big, clumsy animal, but a very nimble runner — kind of like our Company — a little awkward but it can definitely move… It says our name without having to say it.