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What's in a Name? More than You Know. (Part II)

March 14, 2016

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What's in a Name? More than You Know. (Part I)

We get this question a lot, so I thought I'd address it in detail:
 

What's your process like to create a name and logo?

 

The answer is:

 

There are 3 parts to what makes up a strong name and logo.

 

Part 1: What does your attorney say?

This is good question to start with because as you begin to brainstorm, you need to know what limitations you may be working with.

 
Are you infringing on an existing name or logo?

 

Clearly a key question because you don't want to go all the way through the process only to find out you CAN'T use what you just spent all your precious time, money and talent to develop.

 
Is it Arbitrary or Fanciful?

The more inherently distinctive the name the better.

 

 

 

Is it Suggestive?

How the name (or creatively crafted combination of words) being used "suggests" what it does.

 

 

 

Is it Descriptive?

Avoid landing here if possible, this isn't as strong and may not be trademarkable.

 

 

 

OR Is it Genergic?

NOT where you want to land!

 

 

 

Source: Beverly A. Bernenman, Golan & Christie, the above information is not to be construed as legal advice.

 

 

 

What's the next part to a strong name and logo?  Stay tuned.
 
For more on how to create a strong name and logo for your business,
 

 

 

 

 

 

 

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Rose Mulroney, MA, LSP

B2B Creative Digital Marketing Director

Eradicatior of A Random Brand Story.