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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. Theyâ€™re also incredibly difficult to communicate and youâ€™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.
When we talk about typeface, we’re really talking about the typestyle, font, lettering and logotype and this must be consistent with the overall strategy of the firm and be in harmony with other elements of the logo.
A good typeface should be clear and easy to read and should not be so detailed that it cannot be viewed clearly when enlarged or reduced.
Many people don’t even consider their typeface when they’re developing their brand but, if there is no consistency between what their brand is saying and typeface in which they are saying it, you may confuse your audience.
Some things to consider with your typeface is weight, boldness, italics, height and kern (the space between letters). Other factors include the use of capital letters, lower case letters or a combination of upper and lower case letters.
Think about whether you want a typeface with serifs or without serifs – called san serif (serifs are the small strokes on the end of a letter). Serif fonts tend to be a bit more readable while san serif fonts tend to be a bit cleaner.
For ease of use typefonts are grouped into one of five categories: SansSerif, Serif, Italic, Bold and Formal/Casual/Specialty. Find the typefont that best suits your objectives and provide the typefont name to our design team.
There is a lot to consider. Remember you don’t want a flowery script if you brand is serious and you need to convey a strong message. In the opposite, if you brand in fun and creative a bold and serious typefont is just not for you.
If you have any questions about typefont our how it can be used to extend your brand, please call the Brandings Client Service Team today at 1-800-852-8900 (international callers 1-310-246-5100) or simply click here to contact our office via e-mail: firstname.lastname@example.org
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