OOVERT or overt? Why the name has two Os
People type overt, and that is fair. It is a real word and ours is one letter away from it. Here is where the name came from, what the second O is doing, and the cost of naming yourself next door to the dictionary.
10 September 2026 ยท 3 min read
A good share of the people looking for this studio type overt. Some of them have met us and half-remember it; some have been sent a link and are working from the sound of it. Either way the correction is small and nobody enjoys being corrected, so this is the page that says it once: the studio is OOVERT, with two Os at the front, and overt is a different word that we are deliberately standing next to.
What overt actually means
Overt means done openly, in plain view, not concealed. It is the opposite of covert. It is a useful word and an unglamorous one, turning up in legal writing and in reporting about things somebody tried to hide, which is most of why it is familiar without being memorable.
Why we are standing next to it
Because the meaning is the argument. Most brand work is covert by habit: the reasoning lives in the studio, the client receives a finished thing and a rationale written after the fact, and nobody outside the room could reconstruct why any of it looks that way. We publish prices, we write the argument before we draw, and we put the reasoning on the site where a competitor can read it. Overt is the closest single word to how we would like to be described, and a name that describes the behaviour is worth more than a name that merely sounds expensive.
So why not just call it Overt
Because you cannot own a common adjective. A studio called Overt is unfindable behind a dictionary entry, a thousand legal blogs and everyone who has ever written the phrase overt act. The extra O is the difference between a name that is a word and a name that is a mark: it is searchable, it is available, and it is the reason there is exactly one thing at the top of the results when somebody types it correctly.
And the second O is the logo
The mark is two O rings with a pupil in each, and it reads as a pair of eyes because that is what it is. That is not a rescue after the fact. The doubled letter and the eyes arrived together. A name that gives you a mark rather than needing one bolted on afterwards is worth a great deal, and it is the part of this decision we would defend hardest.
What it costs, honestly
It costs exactly what you would expect and we would say the same to a client proposing it. A name one letter from a common word will be mistyped forever, has to be spelled out on every phone call, and spends its first years explaining itself. This page is that cost, paid in public. The trade is that once somebody has it, they have it, and there is nothing else competing for the word. We took that trade knowingly. Whether it was right is the sort of thing you can only answer in about five years.
If you are here having typed overt
You are in the right place and the spelling is OOVERT. The pricing is on the site, all of it. There is a free brand diagnostic that scores what you have and reads your homepage, and it will tell you if the answer is that you do not need a studio yet.
