Why the name Gelato?

While Gelato’s vision to rethink production and distribution has remained the same since from the very beginning, our company name has not. 

At first, founder and CEO Henrik Müller-Hansen tapped into his own creativity to come up with a name. When he presented to the team what he personally thought was a brilliant suggestion, the unanimous feedback was a unanimous no. That name was Source Logistics. And one of the key decision points behind that name was that the domain name, sourcelogistics.com was available. 

"No shit 😊" one of the board members told Henrik. That same board member recommended Henrik to instead speak to - what many people consider to be the best person to name companies in the world - namely David Placek at Lexicon branding. 

Henrik called David and gave a short description of the company and David's response was: "I love your business idea of making idle production capacity available in a marketplace of producers to propel local production on demand. The print industry is so critical and such an important part of my daily life and the company that I have founded. I see the headwinds this industry is facing, and that this solution will help resolve. Let me make my team think about it and I will come with a proposal and if you accept that we will get to work." 

David's proposal was not cheap, but keeping Source Logistics was an even worse alternative. 

Eight weeks later, David calls and says: "Henrik, I know the name now. It should be Gelato". Henrik's response was "No, but seriously David, can you tell me what it is?" David's response was: "I am being serious. It is Gelato. And there are three reasons why Gelato is such a strong name. Firstly, who does not love Gelato? Secondly, everyone should consume it now or otherwise, it melts and goes away. And, thirdly, no one will forget it - and that is what you pay me for. 

Those were the three arguments that turned Source Logistics into Gelato. And as they say, the rest is history.