It all started with an idea for distinctive merchandise that would allow Greenvillians and visitors to celebrate their affection for the city.

As Director of Sales and Marketing for Palmetto Expo Center, Kathy Vass searched for unique items to introduce Greenville, SC, during trade shows and site visits. "I wanted something other than 'Greenville' scripted across a t-shirt that people could take home to remind them of their visit or keep Greenville top of mind," Kathy said.

After leaving the Expo Center and starting her own company, Kathy met with a local designer to craft the unique items she had been searching for. A distinctive Greenville logo was born that has proven popular in many Greenvilles across the country. "Most people get it right off, but it's fun to watch others study the design and finally have that 'V-8' moment," Kathy said. "Whether or not people are from Greenville, there's always a chuckle and a real appreciation for the clever design."