Loog started as an academic project in 2010 when Rafael Atijas developed the concept as his Master’s thesis at New York University. The fact that The Loog Guitar was conceived in a university actually explains a lot about the company's culture: their main goal is not to make the most profit, but to offer a product that is unique and well-designed.

In 2011, the original Loog Guitar launched via Kickstarter, raising $65,618 from people all over the world who believed in the project and wanted to play a part in bringing this idea to life. In 2017 the company ran a new Kickstarter campaign to introduce its current lineup, raising $370,000 and turning Loog into the best-selling guitar ever on Kickstarter.

Loog Guitars is driven by a passion for music and sustainable design. They source their wood only from responsibly managed forests and are committed to quality and safety standards that meet or exceed government regulations.