Company Names, Logos, and Slogans/Tag Lines

Adding these as your “key elements” of web design

What’s in a Name

• Must be legal• Memorable and understandable• Help you understand the company better • The usual mash of two unrelated words

often does not work• The technology sector is more accustomed

to these word-collision names than most industries

•Challenge everything

• An in-joke only you and your partners understand, just between you and your customers builds barriers– not bridges.

• Using your personal name may make it difficult to grow the business, suggests an ego, and may make it difficult to sell the business in the future.

• People may always ask to speak to “Ronald MacDonald” even though it is not appropriate

•He keeps going and going and going.

Slogans• Creating a Slogan from Scratch

– A compelling slogan can be a vital business tool. Doing it yourself requires creativity, clear thinking, and some constructive criticism

– While some startup entrepreneurs hire professionals they're usually counting every penny they put into their fledgling enterprises. Fortunately, coming up with your own slogan isn't too tough.

• Start by brainstorming

•Finish the Fight

Avoid redundant messages– Don't pick a slogan that simply

reiterates your company name. – It should enhance and

complement that primary statement about your company and provide would-be customers with new, positive information about you.

•Can you hear me now? ...Good!

DEFINE YOUR NICHE.  • Take a hard look at what your

company is, what it does, and why the world should care.

"Ask tough questions about your vision, the rationale behind your firm, how is it unique, and what will separate your company from the pack,"

•Easy, Breezy, Beautiful,

• "Come up with some nouns and adjectives that you think are attributes of your company—words you and others would use to describe it.

• begin listing the values and vision of your company, some powerful words should start emerging that reflect your "brand promise".

• "Your slogan should reflect the experience that you want your customers to have with you"

•Maybe she's born with it

TEST ADAPTABILITY.  • Rank the top few slogan

possibilities by how well they hit your message and how clever and compelling they are (see BusinessWeek.com, 8/28/06, "Small Company, Big Brand").

• The winning possibilities should lend themselves to permutations and variations that might be improvements if a word is tweaked here or there.

•Eat Fresh!

• Ideally, a slogan should be fewer than seven words. "It should be used everywhere, including your e-mail signature line,"

• It doesn't have to be funny, clever, or rhyme, but it should be simple, positive, believable, memorable, competitive, original, and benefit-oriented.

• CHECK FOR MATCHES. 

•Betcha can't eat just one

Logos

Watch a separate Slideshow on Logo Design

•M'm! M'm! Good!

• Step by step examples• http://www.erg.it/ergctx/exrt/ERG/en/

company/storia/storia_del_marchio/default.html

• Samples from design steps• http://www.ideabook.com/tutorials/images/

ideabook_logo_samples.pdf

•Obey your thirst

• http://www.ideabook.com/tutorials/marketing_pr/stepbystep_logo.html

Web Design

Page Layout

Logo Title

Menu ImageText

Address

Key Elements – logo, titles, menus, addresses, text, images

Balance – text, images

Tools – tables, frames, DHMTL

Logo and Title

Menu tabs

Address

ImageText

Image

Image

Image

Web Design

Navigation Organization

Horizontal/vertical menus; location at top, bottom, side; icons, tabs, words

Links – top, back, home, contact, copyright should be on every page

Interactivity

Use of forms, rollovers, database driven web sites

•Life's Good