Renowned record executive LA Reid and entrepreneur Charles Goldstuck founded Hitco Entertainment to create, produce, record and distribute new music and artists. Among the projects of the new entertainment label—in addition to a stable of artists including Big Boi, DJ Holiday, Klondike Blondie, and Yella Beezy—is a new deal with Pilgrim Media Group to develop and produce music-focused shows. One of the first projects will be a documentary focusing on the music scene in Atlanta.

The new symbol for Hitco features a bold H letterform, created by the joining together of two #1s—a meaningful image for a partnership dedicated to producing chart-topping music. The bright, warm colors lend panache to the geometric form.