Our Word

EGETU / EH-GEH-TSU

EGETU is a new reaction word inspired by the Japanese expression egetsunai. It is not an established trend in Japan. The project begins in the United States and invites the people who use the word to shape what it becomes.

What it can hold

Awe. Intensity. Excitement. Recognition. EGETU is for the instant when an ordinary reaction is not enough.

How to use it

“That’s EGETU.” “EGETU or not?” “You know it when you see it.”

The mark

The black wordmark carries forward motion. The red line is rooted in the red of Japan’s flag: one controlled signal of where the instinct came from.