branding

these are some things that caught my eye while browsing through the reading.

coming up with a name takes forever. 100's of names are reviewed then lawyers have to make sure they don't already exist and infringe in someone's intellectual property.

I had no idea that naming a company could be so difficult.

abstract marks work best for big companies, technology companies, or companies with multiple and varied departments. they are difficult to design well.

i never thought before about what kinds of companies have the goofy abstract logos, but it would makes sense that companies which fall into those categories couldn't be rationally depicted by some sort of tangible graphic. "difficult to design well"? i'd like to know how you quantitatively measure something like that, and i wonder what reasons could be that they are difficult to design well. they are all so simple.

even if you got it right the first time you have to do the rest to make sure it actually is right.

i remember the guy from liquid nine talking about this during portfolio day.

i think the whale would agree.