Why “Elcano”
Our name pays tribute to Juan Sebastián Elcano, the Basque explorer who completed the first circumnavigation of the Earth in 1522. Though he began his journey under Ferdinand Magellan’s command, it was Elcano who, after Magellan’s death, navigated uncharted waters and led the expedition home, defying the odds and proving that the world was truly connected.
We see a clear parallel between Elcano’s journey and the evolution of programmatic media. What began as a bold promise, to connect advertisers and audiences with precision and scale, has often veered off course, becoming fragmented and inefficient.
At Elcano, our mission is to bring programmatic back to its original promise: performance, intelligence, and efficiency. Like our namesake, we guide partners through complexity with clarity, resilience, and innovation.
As pioneers in supply-side curation, we’re redefining the digital media landscape by helping our partners not only navigate the ecosystem, but lead it.
The Logo
/elˈka.no/
This concept beautifully captures the spirit of exploration and innovation that defines Elcano. It began with the idea of a nautical star, a timeless symbol of navigation and discovery, reimagined into a sleek, modern form.
Each quarter-circle element comes together to create a sense of direction, balance, and purposeful connection, much like the cardinal points guiding explorers to new horizons.
Subtle details, like the spark motif nestled within the design, inject a sense of energy and momentum, reflecting Elcano’s drive to push boundaries and inspire progress.
From sketch to execution, this mark is a fusion of bold innovation and timeless symbolism, designed to reflect Elcano’s journey while setting the course for a future of boundless potential.
“Those who don’t look forward, stay behind.”
— Traditional Basque saying
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Ready to push boundaries with Elcano?
We’re excited to explore new horizons together.