I didn’t want a shape borrowed from a catalog, so I looked at what Santa Monica already owns. The Dudleya is a succulent native to the Santa Monica Mountains, and its layered rosette became the petals of the emblem. The Ferris wheel on the pier, a circle turning around one hub, gave the mark its center. The End of the Trail sign on Route 66, with its bold and honest capitals, set the voice of the wordmark. The emblem sits inside the O, so the name and the symbol read as one. Repeated, the emblem turns into a tile pattern, so the logo leads naturally to what the showroom sells.