No advertising firm was hired to design the LOST logo.
Lost began in 1985 when Matt Biolos and a bunch of school friends were into snowboarding at Mt. Baldy, skateboarding at the Pipeline in Upland, and surfing in Dana Point. They weren't too worried about winning this football game or that contest. They were "team lost". Thus the name ...lost scribbled on books, t-shirts, benches, tables and eventually clothing.
We could say "Since those wild beginnings, ...Lost has spread slowly across the world. The Company has matured internally but continues to run off the same philosophy it started with. The Lost thinking now flows through its art, music, films, athletes and clothing" ...but that sounds like some PR firm wrote that for us. So ...Lost is whatever you think it is