Choosing the Name and Logo That Defined Our Brand

How a song, a name, and a vision became our brand

The logo that brought our vision together.

Before there was a wrap, before there were colors, and even before the truck had its final look, everything started with a song.

As we were tossing around ideas, I kept catching myself singing, “I scream, you scream, we all scream for ice cream.” Over and over again. Those words stuck with me, and I started playing around with them — rearranging them, shortening them, trying different variations.

I tried a lot of options.

But every time we talked it through, we kept coming back to the same one: We All Scream Ice Cream.

It felt fun, familiar, and nostalgic. It instantly brought back childhood memories and made people smile just by saying it out loud. Once we landed on the name, everything else started to fall into place.

Originally, we thought about using pink and blue. They’re classic ice cream colors — but the more we looked around, the more we realized how many ice cream trucks already used that combination. We wanted something that felt a little different and more us.

The colors that set the tone for everything.

Green has always been one of our favorite colors, so we decided to build the brand around a fun, mint green paired with pink. It still felt playful and ice-cream-inspired, but it stood out in a way that felt fresh and unique.

As the colors came together, I started creating images and ideas for the logo. I spent time thinking about fonts, style, and how everything would look not just on the truck, but everywhere — online, on merchandise, and in people’s memories.

Eventually, I worked with a freelance designer to create our business card using the details, style, and fonts I had envisioned. She absolutely nailed it. That design became a key reference point for everything that followed.

From there, I passed all of that information — the name, colors, logo direction, and overall vibe — to the wrap designers. They took those pieces and transformed them into the wrap that now brings We All Scream Ice Cream to life on the road.

The name came first.

Then the colors.

Then the logo.

And finally, the wrap.

Around that same time, I also created our mascots. I wanted something fun to go along with our name — something people would see, recognize, and maybe even smile at. The mascots added personality and helped bring even more life to the brand we were building.

Looking back, it’s amazing to see how something as simple as a song stuck in my head turned into a name, a brand, and eventually a fully wrapped ice cream truck rolling through neighborhoods.

That’s when it really hit us — We All Scream Ice Cream wasn’t just a business idea anymore. It had an identity.🍦✨

Because every ice cream truck needs a little character.