There is no doubt that every company name and logotype hide a story explaining the reason why the company is named exactly that name and why business letters bear always the same, recognizable mark, captured in words and picture. For sure, Rekord-Tim could not remain an exception.
Why exactly did we choose the name "Rekord"? Memory speaks that at establishment the owners took over a very venturesome task to achieve - in some, the shortest possible time - the record in household sponge production and to become record-holders and leaders in the branch. The objective, which in that moment seemed to be only an unreal line of thought, was quickly achieved. It was obvious that the company name was chosen letter-perfect.
When in the year 1993 the craft "Record" evolved into the company, only the three-letter word "TIM" was added to the up-to-than name. To make it clear: "TIM" is the initialism of the starting letters of names of the daughter Tatjana, the wife Ivanka and the owner Marko.
The integral part of the company logotype is also stylized elephant pulling the name "Rekord TIM", obvious at a glance. Why an elephant, one may ask! The reply is very simple. As a matter of fact, this is the issue of the visual author's witty remark: the elephant is made of the Marko Pejić's initials.