A bad logo and branding spell disaster to your business so sit tight and read how to save your new venture.
To put it into context, remember the new GAP logo disaster? That whole escapade is estimated to have cost GAP $100 million!
It all starts by naming your ‘thing’. There are numerous conventions for naming companies and products, so I’ll briefly run through the most popular types, in no particular order.
Names – Personal or family names, these tend to be older companies and are used a lot in serious professions like finance and law. Fashion brands often use the designer’s name like Ralph Lauren, DKNY and Calvin Klein. Ford, Disney and Adidas* are also family names.
Keywords – Then there is the convention of using a clear keyword in your name to denote what you do, as an example Pizza Hut, Burger King and MTV, there is no mistaking what these companies do.
Compound Words – Another naming convention is compound words – two words pushed together to make one new word or name, like Facebook, Microsoft, Walmart or Nescafe.
