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name development
Finding a name is a major part of branding – it is important to find a term that arouses the desired associations and work on all the relevant markets. One particular challenge is finding a name for established, matured brands that are to become a new brand following fusion or re-positioning. Any examples? Here they are.
company | 23.12.2008
Task: Developing a name for a distributing company offering future-orientated, innovative and purely organic composting services.
Solution: The name ‘company’ is an abbreviation for „composting anything“ and therefore describes the activity of the aspiring, internationally active enterprise. Form and colour scheme stand for a purely organic process and the recycling principle in the treatment of waste the company offers.
Triennale Hamburg | 23.12.2008
Task: Developing a name of an umbrella brand for the planned Art Triennale in Hamburg.
Solution: „we“ (engl.) stood for the core idea of the Triennale-Hamburg planned for 2007. The plan was to provide a multi-cultural, informal and active exchange, as well as a mutual communication point for all visitors. The logo is distinguished for its simplicity. The umbrella brand systematics are suggested by a defined colour coding.
Holzbrinck-Gruppe | 23.12.2008
Task: Development of name and corporate design for a newly founded IT subsidiary of the Holzbrinck Group.
Solution: The name is derived from the English term „circuit“ (the “u” is not pronounced). The abbreviation „IT“ is emphasised both through colour and typography and underlines the main focus of the company. Thanks to the combination of silver and orange, an interesting contrast is created from the two sectors, Technology (cold) and Service/People (warm).
cut 5 | 23.12.2008
Task: Developing name and corporate design for the former Hamburg recording studio Creative Studios.
Solution: During a photo shooting session, a particularly prominent button labelled “cut” was discovered on the control desk. This not only inspired the name, supplemented by the figure 5 corresponding to the number of shareholders, but was also
the basis of the future logo of the recording studio.
Ă–koland | 23.12.2008
Task: Development of a name for the new climate ambassador of the brand Ă–koland.
Solution: Within the scope of a climatic campaign, wertmarke developed not only the name “Superwurst”, but also the likeable hero who, in authentic Superman manner, fights against the evil CO2 monsters. Ökoland was therefore the first food producer to make an advance, and reaped great successes with the first CO2 neutrally manufactured sausage in the world.
