An old saying states that you should never judge a book by its cover. The idea is that appearances and first impressions can be deceiving, and not indicative of the quality contained within. In reality, the immediate visual aspect of a brand is fundamentally important, as it builds our initial interest and ongoing involvement. Business brand names are one such illustration of this concept, where the right approach can generate more value and goodwill than first meets the eye.
A Matter of Style
The age of the internet proves an enormous range of opportunities in business, but it also means competition is fiercer than ever. Making a mark and standing out in this landscape can be complicated, which is where style comes in. A stylized brand name sets itself apart from the rest, both appearing unique and drawing attention specifically to the goods or services that you offer. The right form of stylized approach can then strengthen a connection, to the point where public understanding is instant and even unconscious.
One of the best examples in the goods space is illustrated by Adidas. Though the font used by Adidas is simple, its triple stripe design above the name has become an iconic part of the brand’s style equation. If we see this stripe alone on shoes or clothing we instantly understand. The flexibility of this simple style also allows it to be easily modified to fit different sizes and orientations in a method so popular that Adidas essentially has unofficial ownership of a basic geometric construct.
Without physical goods, the same basic style concepts apply, only with less regard for implementation in physical space. Consider SiGMA, which holds a place as the world’s foremost online gambling authority. Initially, SiGMA focussed on brand events catering to suppliers and operators, but since then it’s stepped out into the player space with SiGMA Play. An extension of its core ideals meant a change in style that leveraged the original brand’s look and included new features to better appeal to gamers.
SiGMA Play as a service aids players in finding the most engaging digital casinos and sports betting sites, so the style of its name needs to reflect the best of the modern market. The “Play” portion of its name mirrors the contrasting colors of a modern casino experience, while also mimicking the visual effect of rolling reels. The brand takes this further: by changing the orientation of the word SiGMA in this modified version of the logo, the M becomes a more obvious imitation of the Greek letter sigma. Combined, these aspects build on the existing SiGMA logo and brand, while also helping it to fit into the newer gaming side of the market.
Beneath the Surface
The SiGMA Play example above leans into its relationship with its industry, but brand name stylization can also go even further with a degree of subtlety that might go consciously overlooked. Two of the most famous examples of this are the hidden arrow in the Fed Ex name, and the number one hidden in the white space of the Formula 1 logo. Without these aspects, the names still offer enough style to stand on their own.
A name alone is more than just a shorthand, it’s more than the alphabet used in its literal construction. The true style involves imagery, building consistency across a greater brand, and working associations into the brains of customers and newcomers. As simple as it might seem, the right name is worth a thousand words, so it’s not an element that can ever be taken lightly.
