BEYOND THE ACRONYM….
What’s in a name? In 1970, if surveyed at random, not many would have been able to name the Greek goddess of victory. Most would have drawn a blank. Few would have guessed that victory’s champion was female. And most, upon seeing her name, would assume it rhymed with bike. So... why was Nike a good name? For every Whole Foods that communicates something, there’s a Starbucks that tells you nothing. Why Google? Sony? Ikea? Who would have had the conviction to call their fledgling computer company Apple?
All the brands mentioned above share one common element: a story. Whether it’s the fusion of three companies, or a firm aiming to brand its unique expertise as a standalone service, we create memorable brand names, that resonate and are brought to life with powerful stories and striking graphic identities.
Creating a new name for an architecture or an engineering firm presents a unique set of challenges. The selection of a distinctive, memorable, and standout name, as opposed to a generic, nondescript acronym, requires a deep understanding of the firm’s identity, values, and vision. The new name should echo the firm’s ethos and be easily recognizable in the marketplace. It’s not just about choosing a name; it’s about crafting a brand identity that sets the firm apart from its competitors. This process involves extensive market research, brainstorming, and testing to ensure the chosen name is unique, memorable, and doesn’t infringe on any existing trademarks. Furthermore, the new name must be versatile enough to adapt to the firm’s future growth and changes in the architectural industry. It’s a complex task that requires strategic thinking, creativity, and foresight.
