How to Choose A Company Name and Logo

Shakespeare once said, “What’s in a name?” When it comes to building a brand, the answer is – A LOT. The name you choose for your company goes a long way in making it memorable and relatable to your audiences. In other words, there’s an art (and some science) to how to choose a company name and logo and build a brand for ages. 

Side note: It’s great if you can find the perfect name for your company by yourself. If you feel like you need a little bit of help, Team BrandLoom’s brand consultants are always there. 

So let’s get started.

What makes a good brand name?

Think of the biggest brands in any industry. There’s Nike, Starbucks, Netflix, Amul, Dettol, Whole Foods, Ikea, Ferrari, and many more. Believe it or not, they have a lot in common when it comes to their names. We scoured hundreds of heavyweight brand names and identified what makes them click.

1. Simple & easy to pronounce

Ever heard of Klynveld Peat Marwick Goerdeler? It’s the complete form of the Big Four behemoth KPMG. Now, imagine putting up a signboard with the full name. Or creating a website with that URL. You can’t- because when your name is this long and prohibitively complicated, it will automatically put people off.

In real life, people often avoid furthering acquaintance with someone whose name they cannot pronounce. The same happens with brands, too. A simple, easy-to-spell brand name is always more inviting and memorable. 

This is doubly so in the internet age- where you’ll also have to create a website with the same name. So, choose a name that’s short and sweet.

2. Memorable

How to choose a memorable company name? There is really no fixed answer to it, but making it simple and easy to pronounce is the first step towards it. Second, ensure your brand name explains or hints at some meaning. People tend to remember names that give them an idea about what the company is doing.

For example, “Netflix” in itself has no meaning, but immediately tells you what the brand provides. The name combines “net” for internet, and “flix” for flicks – the other word for movies. The moment you hear it, you know that this brand probably uses the internet to show you movies. 

Use alliterations or familiar-sounding words to make your brand name more memorable. Miu Miu used the pet name of its founder, Miuccia Prada, to create a memorable name. It also helps that it sounds like a “meow,” which is familiar to everyone across the world. 

3. Not too literal

When you are too literal or obvious with your name, you limit your brand’s potential. When you name your business “Tarun’s Teacups”, it may sound great on paper, but it pigeonholes you. Tomorrow, if you want to sell coffee mugs or wine glasses, you must rethink your name. So, never be too obvious, and avoid talking about a single product/ service in your name. 

4. Be Unique, not generic

If you stand out, you have a fair chance of being remembered. So, avoid generic names. One prevalent example of this is the word “Ayur,” which is used by every other brand in the wellness industry who have natural products. The overused prefix just makes your brand forgettable.

On the other hand- how good is the name “Banyan Botanicals” for wellness supplements? It gives a nod to its debt to ancient Indian wisdom without alluding to ayurveda, and creates an alliterative name that’s immensely memorable. 

Be unique. Here’s how to choose a non-generic company name:

Metaphors

A name does not have to be literal- it can represent something. Think of Amazon- the global giant that has EVERYTHING. It takes its name from the world’s largest rainforest, which is home to one the richest ecosystems and seems endless. Similarly, Oracle’s name does not directly indicate what it is- but alludes to the mystical and authoritative entities that have guided people through ages with their answers. 

Combination words

Combine two or more words to come up with something unique & memorable. Netflix, Facebook, and Starbucks are good examples of companies with distinctive brand names that combine multiple words.

Alliterations

Alliteration or repetitive sounds (like Tintin) are inherently memorable. We already saw a good example in Miu Miu. Some others are- Coca-Cola, Best Buy, PayPal, and TikTok.

Rhyme

Rhymes are memorable and simple. You can use rhyming words to create a good name, like GrubHub, Loco Poco, and Reese’s Pieces.

Homophones

Words that sound like another instantly build recall, and are very handy when it comes to trademarking. Think of Lyft, Reddit, or Grindr.

Associations

Leverage associations to create something unique. Instead of being literal, highlight a symbolic aspect of the brand. For example, Windows does not sound very technological. But it highlights that it’s the key to looking at, exploring, and discovering matters of interest- and opportunities.

Acronyms

IKEA, KPMG, HBO, ITC- some of the biggest brands in the world use acronyms for their names. Acronyms are inherently memorable, but the trick is to keep them short and catchy. We recommend never going beyond 4-5 letters. If you can create an acronym that can be pronounced easily or sounds familiar, it’s even better.

Of course, when you create a brand name, always check availability to ensure you’re not coming across as a copycat or courting legal trouble. 

Now that you have the basics cleared, let us dive deep into how to pick a company name and logo. Because a good name goes beyond being catchy – it stands for something, and conveys the values it embodies. 

So, start by clarifying the brand you want to build. 

How to create a good brand name?

1. Know your promise

What is it that you’re offering beyond the product? Your brand name can convey your promise. For example, “Moov”. It does not say openly that it’s for pain relief, but it tells you it will help you stay mobile and able. It immediately registers and tells audiences what to expect. 

2. Check out the competition.

You define yourselves by differentiating yourself. So, what makes you uniquely YOU? It is your brand’s promise. That’s what sets you apart from the competitors. Figure out your USP & personify it in your name. For example, Nike urges people to be their best selves and hit their goals. They personified it by taking the name of the Greek goddess of victory- which articulates their promise right away. 

3. Articulate your brand core.

Your brand’s name is the manifestation of your brand’s promise, values, and personality. So, figure out your brand’s timeless, defining core first. Chalk out the following:

• Brand story
• Mission
• Vision
• Positioning statement
• Values
• Personality traits.

Now, think of the best word that encapsulates this entity. As we have said, it can even be a made-up word. 

For example, Tesla is named after a genius who revolutionized the electrical supply system. At the same time, Duo Lingo clearly communicates that it helps people learn other languages. 

4. Choose timelessness & vision over trends

Remember- while trends and fads die quickly, a brand is forever. Many startups go for overtly trendy names, and their brand appears dated as soon as the trend vanishes. Think of “Salt Bae”. It’s a personal brand named after a meme. Turkish chef Nusret Gökçe has leveraged his internet fame to open luxury steakhouses. Since then, the brand has been mired in controversies, and many of its restaurants are in poor health as they are not seeing sales.

5. Brainstorm to differentiate 

This is where you get creative. Acronyms, metaphors, inspirations, origins, values, word combos, homophones- look at all possible ways you can represent your brand best. And if you need help, we have a great team who can do it for you.

5. Look at it from SEO perspective

Ultimately, in the digital world, your brand will inevitably have to be online. So, go for brand names that are good for creating web domains. Too long or complicated names don’t lend themselves to good URL structures. 

6. Check for availability

And finally- it’s time to check if your dream name can be yours or not. If yes- congrats! Good luck on your new journey. If not- it’s back to the drawing board.

Once you get your new brand name, it’s time to register it. Talk to a lawyer who can guide you through the process and ensure everything is sorted out before making your business live. 

Pro tip: Think of the tagline in conjunction. 

If you don’t want one, don’t stress it. Some of the biggest brands in the world- Netflix, Starbucks, Infosys, Google, Rolex, Whole Foods- don’t have taglines either.

However, if you choose a tagline, be ready to revise it. A brand is always a work in progress; as the world changes, its direction changes too. Your tagline can encapsulate that evolution succinctly and memorably. Very few companies have come up with taglines that have been truly timeless, like Nike’s Just Do It or Amul Butter’s Utterly Butterly Delicious. So, even if you choose (and copyright) your tagline, be open to updating it. 

Now, you’re ready with your brand name. The next step- creating its identity markers. You need to create a logo as the main visual representation of the brand. When your brand is strong- you don’t even have to use its name, just the logo or symbol will do (think of the iconic Nike swoosh). 

So let’s do it.

Creating a Brand Logo

If you want to create a logo, you don’t just use a random symbol. A logo is a carefully crafted strategic identity marker and your brand’s most important visual element. Think of the apple with a bite or the Starbucks siren. Most market leaders’ logos are instantly recognizable and communicate strategically. 

To create the perfect logo for your brand, do your homework. Here are the factors you must consider before you start sketching:

1. Look at the brand core

Who are you and what do you stand for? Your logo should hint at your brand’s promise, invoke feelings, or urge action. Think of how you can embody your brand’s positioning and whether it will render well across all surfaces. Remember, in the internet age, your logo will be placed on digital and physical surfaces. Consider your collaterals, packaging, and virtual assets, and ensure you choose the right type of logo that can communicate clearly everywhere. 

Look at Nike’s famous swoosh symbol. The brand that asks people to “just do it” uses a swoosh symbol like you checking off something on a to-do list. 

2. Know your audience

Everything in the world of branding and marketing is about communicating with the target audience. So when you create a logo- understand what will appeal to them. For those looking for a bit of a happy little meal- a logo rendered in bright red and yellow may be the right choice. Similarly, when your audience is looking for finesse and sophistication- it makes sense to create a simple and elegant silver logo like Mercedes has. 

3. Study the competition

You are what others are not. So when you create a logo- don’t make it too similar to your rivals. Otherwise, your logo will feel generic. However, make sure you don’t make a logo that feels like it represents an entirely different industry. 

For example, if you have a financial institution logo in pastel shades, it will look incongruous. 

However, this doesn’t mean that the industry determines everything about what your logo should be. Your logo should finely balance your brand story, vision, industry conventions & audience appeal.

4. Think of the feelings you want to inspire.

What do you want people to feel? If it’s a sense of calmness, probably choose aqua shades and circles. Want your logo to inspire hunger? Go for vivid colors (most fast food chains follow this) like red, yellow, orange, and green. Want to appeal to the senses? Rich jewel tones in tactile textures can be your best friend. 

Think of the deep, trustworthy blue of SBI or the attention-grabbing Netflix red with sharp angles. The best logos are built on a good understanding of human psychology.

Choose the correct type of logo.

Now, you have to choose what type of logo will work best for your brand.

Wordmark

Spell out the name of your brand in an eye-catching font. Think of Coca-Cola or Visa. They work great for startups because they help in gaining visibility by using the full name.

Pictorial

This is for brands that enjoy a high recall and don’t need to flash their full name at you. Instagram, Apple, and Target are some great examples. Painstakingly designed to communicate clearly and simply, they are highly original

Abstract

 These are highly creative logos that may often rely on symbolism. Think of the Windows four-paned logo or the starburst BP logo. Not recommended for startups or brands that are still struggling.

Emblems

 Logos that proudly proclaim heritage, cult followings, and prestige, just like the aristocratic seals or badges they take inspiration from. Most educational institutions, such as Harvard University, use emblem logos. On the other hand, cult brands like Starbucks or Harley-Davidson also use them.

Mascots logotype

As the name suggests, you can create a logo with a mascot or a character. Think of Col. Sanders of KFC, the Michelin tire man, or the winking monkey from Mailchimp. Mascots can be a good option for brands that want to give a family-friendly or welcoming feeling.

Combination mark

As the name suggests, these logos are created by combining both images and pictorial elements. They are the easiest to trademark because the combination of two different facets makes your logo less likely to be copied. They are versatile and impactful because they create a distinct image in the audience’s mind. This is why they remain popular across industries. Think of Adidas or Burger King.

If you want to know more about the different types of logos, read our detailed blog. 

5.Keep it timeless

Like your brand name, your logo should also be timeless. During the early 2000s, many brands went through a “transparent 3D” phase. The most prominent ones were Xbox, Apple, and Microsoft. Before long, the trend was saturated, and brand owners discovered that rendering 3D logos across surfaces was not easy. When we look at them today, they look incredibly dated. So, instead of unthinkingly following trends, choose something classic and timeless. 

6.Don’t overdesign

Simplicity is the key to good communication. A logo that’s too detailed or intricate will not be suitable for all surfaces or sizes, and can appear off-putting. Just think of the old-style medieval fonts, or logos with handwritten names. They don’t register easily with the human brain, and may feel illegible and unappealing.

7. Choose the font simultaneously.

Of course, no matter what your logo is, your font will be a part of it. So, choose the font simultaneously to ensure it complements your pictorial elements and vice versa. Just look at the iconic “Barbie” logo and imagine it with an IBM-style straight-laced font. It just won’t work. 

8. Perform a trademark search.

Now comes the final step- figuring out whether it’s unique. Do a trademark search and see what options are available. Avoid designs that look similar to existing or registered ones. Otherwise, you may land in hot water. 

Reminder: It’s not a zero-sum game. All the factors we listed above- don’t mistake one single aspect to be enough to determine your logo’s character. Brainstorm carefully and try to balance all the necessary precursors to create something that pops, is practical, and memorable. 

Conclusion

So, now you have a good idea about how to create a good name and logo for your business. We believe that every brand out there deserves to shine- and we hope our guide was helpful. Give our methods a try- and if you find it overwhelming, we have some good brand consultants and logo designers who can take it off your hands. 

Frequently Asked Questions