I am focusing on the naming as being part of the logo and identity process. being in control of the naming then the creation of the identity is a good thing. You are working to keep all the aspects together and flowing.

If someone creates a random name, that frankly is inappropriate, then creating a decent visual identity becomes trickier.

Having the foresight to acknowledge that the name and the visual identity are one of the same thing is good. Not having that foresight is not so good.

Sure, I work on logos with awkard names frequently, I try my best to create a decent visual look. But had that client not rushed into making up a name, somethign they dont have experience in doing, then they are not helping the cause.

It’s all about looking at the bigger picture.

Your comment seems to be based on, client A, approaches Designer B, to design a nice logo for $300 and thats it. Logo done, end of relationship.

That’s not where I am, Im talking about more than ‘just’ logo design… im talking about the whole brand identity, and that means the name.

wow…. this gives intelligent and creative people a bad name

“Almost English Guy” said it best
“Sometimes in a logo design job, be found that company name short and long but it is the part of logo design to manage the problem and make powerful identity for their client”

We brainstormed over coffee at out first meet, which I think she was not expecting and a day or so later I sent her an email including her original list with 15 – 20 of my own. All of which fell under headings of “Preferred” to “Not sure”. She was very happy with the input and used the list to think further and choose a name….

What more can you do, the client only wanted to talk about costings and what sort of budget she may need to create her marketing collateral.

R

So it ends up as a win win if you can build a smoother, more direct path

What drove me to make it a issue, what a influx of ‘identities’ that were a challenge to visualise due to the company/business name. If more thought had been put into the name, with the actual brand identity in mind, then it would have been so much more beneficial for all concerned.

I know as designers, we are tasked to do ‘whatever’ with ‘whatever’. But simply just accepting that, and not making inroads to do something to make every ones lives easier, is just ’stupid’.

So hence the post and now pointing it out on my website. Since this post, two new clients have approached me, asking me to help with the naming as well. :)

For designers working with difficult clients, I think that educating your client on the added value of letting go of their control or grip of their company’s creative processes and handing that fully over to you is key.

Good luck!

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