WRITING22 Names and Taglines
An organization’s name establishes its most overt identity. Beyond that, a strong name also provides excellent raw material for a strong graphic identity.
An average name won’t completely limit the prospects for an organization’s graphic identity, but working with a great name can solve half the problem. When paired with a clear graphic device, names that suggest something beyond their literal meanings create some of the most evocative identities. An organization with a great name is an obvious candidate for a word mark. It may make sense to show off the name, keeping any embellishment subordinate rather than layering in meaning with additional graphic elements. A clear, strong name and straightforward type treatment ...
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