Brand Design Agencies Dover NH
Keys to Impactful Name Design
A great name should be pleasing to the ear and to the eye. So how do designers make a name look good?
We got some answers from Scott Yaw, a senior partner and managing director of Deskey Integrated Branding in Cincinnati. Scott joined Deskey in 1978 and his expertise encompasses brand strategy and identity programs. Some of Deskey’s recognizable brand design efforts include the iconic Tide detergent bull’s-eye logo, DeWalt Power Tools, Ingersoll-Rand equipment, 3M’s Post-It Notes, Brawny Paper Towels and retail packaging for Starbucks.
Q: You say that smart design is a competitive weapon. How so?
That statement actually paraphrases a principal our founder Donald Deskey said in the 1940’s, but we find it very relevant. With so many parity products and services in today’s market place, design is one strategy marketers can use to differentiate their brands and help close the sale with customers. When marketers fail to differentiate, customers will likely choose low-price. This is the start of commodity thinking and the race to the bottom begins. Great design moves both hearts and minds. Great design moves customers up to premium price points.
Q: Let’s say a client brings you a name for a new product. Describe your process for turning that name into a visual identity.
We start the identity process with a five-step analysis: (1) How the product works; (2) How and where customers use the new product; (3) What significant benefits (if any) it provides to customers; (4) The actual selling environment where the product appears; and (5) An audit and evaluation against competition.
We prefer developing unique graphic symbols and easy-to-read word mark typography for new products. Unique graphic symbols can be trademarked as a barrier against forthcoming competition. Unique graphic symbols and easy-to-read logos with ownable colors can be integrated with marketing programs to create a consistent look.
Q: If the new name is a company name, as opposed to a product name, is the process substantially different?
Yes, in some respects starting with how, or if, the company itself will be marketed. Public corporations are marketed to Wall Street, investors and possibly consumers. So, corporate brand identity takes on a certain look due to customers and markets served. But both public and privately held companies should place a high value on their identity because it represents their organization and people.
Product brand identities are designed to sell customers either directly or indirectly through a distribution channel. Product brands should evolve over time to keep pace with changing customer tastes. Once established, it’s a much slower pace for corporate brands to undergo significant changes in identity.
Q: Are there styles or patterns of logos that are more popular today? Or that have fallen out of favor?
Yes, avatars and unique graphic symbols that can be brought to life on the Internet are not a fad but a growing trend. Logos are ...