With a large team composed of many different backgrounds, tastes, and opinions, creating the perfect mark for the NASHUA masthead took several weeks and variations. A "less is more" approach became the solution.
A Native American word that translates to "land between two rivers" became the brand name. In the case, the "rivers" are the Atlantic and Pacific Ocean, and the land in-between is the United States. The magazine was focused on American exploration and finding the hidden treasures in your own backyard.