A business’s name and logo are the two cornerstones of its identity. They are not merely decorative elements; they are the first thing people will remember, the initial impression formed, and often what sets you apart from the competition. So, if you are starting your business now or considering refreshing your brand, pay close attention to the following paragraphs.
1. Choosing a Name: Where to Focus
The right name is simple, easy to remember, and describes (or implies) what you do. The wrong name can limit you, confuse your audience, or simply go unnoticed.
What to Consider:
- Simplicity: Names like Nike, Apple, Tesla are simple, catchy, and work internationally.
- Domain Availability: Make sure a .gr or .com domain is available for your brand name.
- Pronunciation & Spelling: It should be easy to say and spell, so you don’t lose customers due to incorrect searches.
- Non-Restrictive: E.g., “Papadopoulos Car Wash” limits you if you later want to offer more general cleaning services.
Ideas & Techniques:
- Wordplay: Such as “Netflix” (Internet + Flicks), “Glovo” (Global + Move).
- Foreign Words with meaning, e.g., “Lumina” (light in Latin) for something that aims to inspire brightness and elegance.
- Toponymic Names: “Athens Coffee Roasters” — clear, simple, and targeted.
- Emotionally Charged: E.g., “Hug” for children’s products or “Roots” for nature-friendly brands.
2. Logo Creation: The 7 Golden Rules
The logo is the “image” of your business. It doesn’t need to be complex – but it must be functional and recognizable.
1. Simplicity
- Good logos are clean and legible.
- Example: The Apple logo is a simple, bitten apple. So easy, so powerful.
2. Memorability
- It must be recognizable at a glance. The Nike Swoosh is one of the most iconic examples.
3. Timelessness
- Don’t chase design trends that will fade. Keep something simple that will stand the test of time.
- The Coca-Cola logo has changed very little since 1887.
4. Versatility
- It must work in black and white, in small sizes, on signage, on social media profiles, on T-shirts, everywhere.
- Test it: If you shrink it significantly or place it on a black background, does it remain legible?
5. Appropriateness
- Its style should match your industry. A children’s brand might have a more playful font, while a law firm needs something strict and professional.
6. Scalability
- The logo must be created in vector format (e.g., SVG or PDF) so that it can be adapted without losing quality.
7. Minimal Colors
- Ideally up to 2-3 colors, for easier printing and recognition.
- Example: Facebook relies solely on blue and white.
3. Common Mistakes to Avoid
- Complex graphics that are illegible at small sizes.
- Clip art or stock icons – they look cheap and unprofessional.
- Too many colors / gradients – they are tiring and make the logo difficult to reproduce.
- Fancy fonts that are not easily legible.
4. Successful Branding Examples
| Brand | Name | Logo Insights |
|---|---|---|
| Airbnb | Inspired by “Air Bed & Breakfast” | Abstract, human, modern |
| Dropbox | Descriptive name | Simple box icon – instantly recognizable |
| Spotify | Creative and modern | Wavy symbol, reminiscent of sound / signal |
| Ikea | Combination of toponyms | Bold, basic logo – absolute stability |
5. Tips for Collaborating with a Designer
- Provide context: Tell them who your target audience is, what your values are, and what you want people to feel when they see your logo.
- Gather examples: From Pinterest, Behance, or other companies you admire.
- Request the vector file: It is essential to receive the logo in AI / EPS / SVG / PDF format.
Conclusions
Your name and logo are the first “ambassadors” of your business. They can make people remember you, trust you, and feel connected to your brand. If you dedicate some time and strategic thought to these two points, you can change the entire course of your business.