OVO (October's Very Own)

Hip-hop relevance

OVO (October's Very Own) started in 2008 as a blog and creative collective around Drake, co-founded with Oliver El-Khatib and producer Noah '40' Shebib. The brand expanded into apparel (2011), an annual OVO Fest in Toronto, and the OVO Sound label (a JV with Warner Music). The owl logo became one of the most recognizable hip-hop merchandise identities of the 2010s.