Heia is not a part of a rap song refrain, nor it’s a synonyme for Hi or Hello.

Heia is an expression for joy since the emperors cheered upon some new hip thing at the time. Heia is a feeling you get when you receive a gift for no reason. 

Well, it’s like a joy in a nutshell.

Or to be precise it's a cozy and durable apparel for all human beings with a positive attitude. That deserves a bright identity. Logo plays the biggest part in this identity as it illustrates the main idea of never getting old. You see this H in caps? Well it still remembers the times when it was a cheerful child, there's still a little bit of a lower case left  inside.