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Logo Savvy by Dann Ilicic, Perry Chua

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RP: logo Sauuy
p: 201 Page: 10
Job: 10-91288 Title: RP: logo Sauuy
AC38962(120) #175 Dtp: 201 Page: 11
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There’s no question that a great name is the keystone for a
great brand identity. A name is a handle from which all the
attributes of the brand will ultimately hang. More importantly,
the name gives the brand an opportunity to be memorable,
distinctive, ownable, and identi able. To test this theory,
simply imagine if people had no names—we’d all be reduced
to long-winded descriptions and exhausting nger pointing to
identify and understand each other.
We are often asked, “What makes a great name?” The truth
is, that’s the wrong question. The right question is, “What
do we do to make the name great?” Think of it as building a
reputation with which the name will be associated. Can you
remember when you rst heard of Yahoo!, Google, Kinko’s,
or Apple? Many people rst deemed these company names
immature, foolish, and inappropriate. Yet these company
names prevailed because of what their companies put behind
them: how they built their brand identity and what they came
to represent.
The best names capture the essence of the organization—and,
yes, there is a process for nding that essence. We approach
naming in three distinct stages: Strategic, Creative, and Legal.
START WIT H S TRATEG Y
Developing and understanding strategy is essential. Its like
coming up with a title for a book—it’s a hell of a lot easier if
you know the story. Creating a company story is one of the
rst things we do in the naming process. For us, this means
spending time with the visionaries—usually the CEO—to get
a deep understanding of the core purpose of the organization.
Oftentimes, this also means de ning the true core purpose
itself. To further understand the clients business, we then do a
Names Are Made Great
Great ideas can be plucked from the oddest of places, and
that’s why the naming process at WOW is always a collaborative
process. Like ingredients in a recipe, we gather our best
creative thinkers and use our Naming Worksheet to help stir
the batter. The concept of this exercise is: the more ideas, the
better. Plus, by developing names in all nine categories, well
make sure all the bases are covered. Go to www.wowbranding.
com/namingworksheet to download a PDF of this worksheet.
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RP: logo Sauuy
p: 201 Page: 10
Job: 10-91288 Title: RP: logo Sauuy
AC38962(120) #175 Dtp: 201 Page: 11
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In every single case, the name that ends up winning is the
name with the best story—the name that can inspire a
constant stream of solid ideas.
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