put less emphasis on the name and more emphasis on the design This is the sixth in a series of ten thoughts on the visual aspects of marketing. The primary focus for the balance of this series will be brand identity – corporate identity – logos – or whatever you want to call them. I […]

put less emphasis on the name and more emphasis on the design This is the sixth in a series of ten thoughts on the visual aspects of marketing. The primary focus for the balance of this series will be brand identity – corporate identity – logos – or whatever you want to call them. I hate all of this jargon, especially when it implies some non-existent science or logic. When I was in advertising, we earned quite substantial fees from developing names and visual branding for businesses. While I was never reserved about accepting the fees, I always questioned the importance of names and visual branding to the success of a business or project. In the light of names such as Apple and Google, which from all accounts have worked reasonably well, I would argue that the jury is still out on the issue of name. The jury is, however,…