Name of the game

When it comes to branding your name makes it easier for people to find you, for people to talk about you and essentially for people to trust you. It’s true that a brand by any other name would smell as sweet, and we don’t recommend you get stuck within the naming process for too long, but like a poorly considered tramp stamp your brand name will be with you for a very long time.

Once you have decided on your favourite handful of names, let’s see how it stacks up. Is it descriptive, telegraphic, fanciful, memorable, re-purposeable (does it need to be?), timeless, considers your audience, available for registering and trademarking.

Tough isn’t it?

Enter our branding project for Principle of Two — it breaks a couple of the rules above but more than makes up for it on the memorability and storytelling stakes. The brief – shake up the old boys club with a new name (and brand) created around their needs but designed to disrupt an otherwise tried and tested industry.

The result, a brand name hard to misinterpret, bold and one that their customers (and anyone who comes across it) won’t forget either.

View project here