This exercise can be as simple as developing a quick logotype or as complex as formulating an entire brand identity for an organisation. Resource looks at both types of assignments with equal enthusiasm and interest.
Names are a subjective issue. Eventually, the product's quality, pricing, and frequency and type of advertising determine the image and stature of the name. Therefore, the ‘naming’ of a product, service or organisation takes second place to what is done with the selected name.
Name generation has to be taken up systematically and in a professional manner. Here's how we would do it:
- Generate a list of about 20 names, after conforming to parameters like number of letters (generally a maximum of six), ease of pronunciation, different possible meanings, the vagaries of subjective interpretation...
- Shortlist 6 to 8 names. (The feel, chemistry and other intangibles matter here).
- Test the shortlisted names with target customer groups.
- Further shortlist 2 or 3 names, and develop a few logo options.
- Identify the best option for full development.
An organisation says something about itself in innumerable ways.
Fundamentals like product or service quality need no elaboration. Less tangible attributes (like the conduct, behaviour and body language of staff) also play a major role in projecting an organisation's corporate personality.
In the context of Resource's professional services, the brand identity of an organisation is limited to the visual representation of the organisation's personality, focus and cultural ethos. This visual representation spans the entire gamut of visual elements used by an organisation. Here's an indicative list:
- Logotype and symbol
- Stationery—visiting cards, letterheads, envelopes, purchase orders, invoices, internal memos, notes, records
- Nameboards and signage
- Corporate/interior house colours and design themes (in co-ordination
with the interior designer)
- Standards for design of brochures, catalogues and advertisements
Eventually, this exercise should evolve into the creation of a comprehensive brand identity manual. This manual lays down the standards for all visual projections of the organisation: typography, colours, layouts and compositions.