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Tips for Creating a Business Name and Logo

Starting your own business can be a daunting task. Coming up with an idea, selecting a target audience, finding the funding, and putting it all together can make any startup stressful. Having a great idea and the means to establish your small business won’t guarantee success or early recognition. Making an impactful first impression on your new audience filled with potential customers will. This first impression is your business name and logo.

Why Your Name and Logo Matter

An innovative product or a luxurious service experience always helps a business get off the ground. But remember, before customers know about your products and services, they will see your name and logo. This first impression of branding can make or break your path to success. 

While it’s true that branding as a whole encompasses every aspect of your business including how you design products, how you sell, how you communicate, and how you carry yourself as a company, in the beginning, it starts with your name and logo. Establishing a solidified brand identity puts you on the road towards trust and credibility with customers. Doing so also brings awareness of the mission your brand stands behind. 

Your new business needs to be memorable and stand out from the crowd, as many startups need early success to withstand closing their doors. Establishing a catchy and creative name and logo representing the face of your company can be the difference between future fortune and mediocrity. 

Keep Your Name Original

First and foremost, your brand needs to express originality to catch more attention. Originality is the easiest way to separate yourself from the competition because it’s hard to confuse a name that is differentiated from competitors. Don’t fall into the trap of selecting a name that sounds eerily similar to a successful competitor.

While similarity to a successful company already present in the market might seem like a kick starter, this will only confuse potential customers and could negatively impact your ability to be found down the road. An original-sounding name also makes your company easy to remember. There are even sites that generate a list of unique names for you such as

When brainstorming potential names, it’s a good idea to note each one as a combination of ideas can create a unique and memorable business name and slogan to use.

Simplicity Should be a Priority

Another aspect of your brand name is keeping it simple. A long and complex name leads people to forget your name as they may have trouble remembering compared to a concise, to-the-point name. Your name should also speak about what you do, making it simple for customers to figure out what kind of business you are. 

Branding can become complicated as you progress with your business, so in the beginning, don’t overcomplicate things for yourself. Simply expressing the message you’re memorably conveying to potential customers is the main goal.

Stray Away from Trendy Names

Getting caught up in the now is something we are all guilty of from time to time. Your goal is to be around for years to come. When naming your company, steer clear from trendy phrases associated with a specific group that may be different from your target audience.

Also, avoid including current technology that enables your product or service. These technologies could change rendering your name obsolete. Instead, focus on the benefits of your product or service for a name meant to stay.

Choose Colors Carefully

Now that we’ve discussed the essentials for naming your business, it’s time to focus on your logo. The first step is selecting the right colors to fit your brand’s personality.

Each color evokes natural reactions from people, better known as color psychology, meaning it’s vital you select a color pattern for your brand logo and name that represents your values, mission, and goals. Read all about how each color impacts the minds of the consumer for your brand here! The colors of your company also increase brand recognition by 80%.

Not only does each color personify different attributes of your brand, but the associated shades of colors also impact consumers. According to one study, men prefer bright colors while women prefer softer colors, something you should consider if your products are gender specific. Men also prefer shades, or colors with a hint of black while women prefer tints that add white instead.

The Font of Your Brand

Finding the right font to fit your brand is key to building for the long term. Not only do fonts communicate your name to customers, but fonts have also become instrumental in communicating brand personality. The three main font types to consider are serif, script, and decorative.

Serif fonts are seen as traditional such as times new roman. These fonts are associated with trust and professionalism. If your brand persona fits a professional vibe, this font type is for you.

Script fonts are great for showing creativity and class but can be difficult to read. They appear handwritten and prompt consumers to feel more personable with your brand. If your brand persona fits between elegant and creative, script font is your font.

Decorative fonts are appealing and unique compared to the other font types. This font type is also highly customizable, making its use across many industries suitable. If your goal is to portray creativeness, decorative fonts give you the most possibilities for presenting a compelling name and logo. You should use a decorative font if your goal is to connect with customers on an emotional level. 

Bonus Tip: Research Domains and Trademarks

The last thing you want to do is spend time brainstorming and creating your name and logo only to find out it’s taken. To avoid this, research domain names to ensure your new name is available for a website. Having the same name as your domain and company name is what you want to maximize reach and ease of finding your business. 

Also, be sure your logo and name aren’t trademarked already as this can lead to legal trouble for your new brand, likely closing your doors. The best way to avoid trademark infringement is to do a trademark search with the Trademark Office

Once you’re sure your name, logo, and domain are free and clear, your new business is ready to launch!