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Our experts share insights on naming, branding and starting a new venture.
Trap: Picking a Name That's Not Your #1 Choice.
If you select a name that was your 2nd, 3rd, 4th, 5th (or yikes) 6th or lower choice, you are sacrificing something. Keep in mind that your name is the keystone of your start-up. Don't sacrifice the success of your business on a second-tier company name.
Tip: Don't Be Different, Be Outstanding.
Any company can choose a name that's different. Your goal should be to select an uber-cool company name that stands head-and-shoulders above your competitors.
Trap: Don't Use Hyphens or Dashes in Your Domain Name.
If you use a domain name with a hyphen or a dash you're telling the world you couldn't obtain the non-hyphen domain name. Hyphens and dashes look unprofessional and will compromise your online status. They’re also incredibly difficult to communicate and you’re quite likely to be sending people to the wrong site, hopefully not your completion. Hyphens only stand as an obstacle between your customers and website!
Tip: Harmonize Your Company Name With Your Strategic Objectives.
Many start-ups fail to align their name with the key strategic objectives of their firms. A great name communicates a core message in a flash of a second.
Check back regularly for new start-up tips and traps to be avoided.
Brand Identity Logo Package
It is our goal to develop a powerful logo and brand identity that will be expressed clearly, consistently and cohesively to all your stakeholder groups and across all your brand touchpoints.
We will assign a project coordinator to facilitate all the elements of your design project. The project coordinator will assemble a team of 3 to 5 of our best in-house designers and will oversee all aspects of your project – from start to finish. Our process is highly collaborative – your input ensures that we get everything just right. There are four steps that we’ll follow:
Step 1: Understanding Your Business. As with a great name, we recognize that a great logo design emanates from your company’s mission, goals, objectives and positioning -- relative to your competitors and external market forces.
We will ask you to complete our Brandings Logo Design Questionnaire. This input will help our design team gain an understanding of your current business, business strategy, vision of the future, business proposition, the benefits your firm provides, and the key elements of your company’s competitive advantage.
We’ll want to know the salient attitudes, values and preferences of your target consumer. We’ll also want to know key demographic and psychographic characteristics, if the design will be used in print, online, signs or other materials, any elements that you would like to see included in your logo design, images or concepts you do not want to see as part of the design, and much more.
Step 2: Initial Design Concept. Within three business days after we receive your Logo Design Questionnaire, our designers will get to work. We will develop preliminary concept designs based on your input, our preliminary research and our internal brainstorming discussions. We will sketch hundreds of concepts and will present you with between 10 and 20 of our very best. We will ask for your input on the concepts to get a sense of what you like and dislike. And we’ll develop additional concepts until you find one that you absolutely love.
The key elements of a great logo design include the color palette, the typefont and an image or graphic element. When creating your logo concept our design team will …
-- Use a typefont that is in harmony with the style of the graphic image.
-- Avoid color overload – some of the most successful logo designs consist of only one or two colors.
-- Consider the weight of design, placement of images and objects.
-- Keep the design visually balanced with contrasting and similar objects.
Step 3: Design Revision. After an overall concept has been selected, the design team will modify the logo by fine-tuning size, typestyle, color, layout and other design elements. Sometimes this step only takes one round of revisions, others times it can many more. Our designers will continue perfecting your logo until you are completely satisfied.
Step 4: Final Design. After you’re 100% satisfied with the revisions and fine-tuning -- and we’ve ensured that the concept meets all positioning objectives -- we’ll prepare the final design. You’ll receive your design in the files and formats for web, print and vector use.
Our logo design service is available for a flat fee of $1,595. There are no additional fees or charges. All fees are payable prior to project commencement.
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