Gonna cut straight to the chase on this one: without a potent, different name for your startup, your logo will fall short of its true potential. I'll give you an example using two, famous companies.
Apple. Would the iconic, minimalist icon representing an apple ever exist had it not been for the name? No. That name gave them an advantage over their competitors trapped in acronym oblivion (IBM, HP) and inspired the mark.
Nike. Before the swoosh ever existed, Nike was extremely close to calling itself Blue Ribbon Sports. Compare that to Nike. Blue Ribbon sounds like the name for a freaking mom and pop bakery. There is no way something like the swoosh would have held its weight had it not been for the name it represents.
It seems prevalent that startup founders don't seem to consider the gravitas the name of their company holds. Think about it, when people say "word of mouth" advertising, what do they mean? They mean people repeat the name of the company they are referring to. Can you imagine how many times the name of a company (large or small) is used within six months? Thousands. Maybe even tens of thousands.
It's in your URL, it's on your social pages, it's on name tags, it's on email addresses, it's on all your marketing collateral, and it's on your tongue.
Get your name right before you jump into a logo or risk doing the whole thing over when you finally realize your name sucks. Your designer will thank you.
Here is my favorite book on naming:
Don't Call it That by Eli Altman.
I was sitting at Barrel Republic with my friends, Allyson, her husband, Brandon, and her sister, Jessica, and her husband, Joey (that's Allyson and Brandon, Jessica and Joey for you comma haters).
I don't drink, but beer branding has always fascinated me. Mostly because it's incredibly well done and shows the magnitude branding has on a product with thousands of companies to choose from. I was curious, though, if this group had any favorites.
Allyson is a fan of Coronado Brewing Company. Brandon chooses Ballast Point. For Jessica, Modern Times. And lastly, Joey went with Stone.
There are a couple things to keep in mind here. Some overarching themes in the brands they chose are as follows: local, independently rooted, craft beer from their hometown of San Diego. Seems to be the baseline.
A deeper dive: each person's personality is reflected in the brand of beer they chose.
Allyson loves to be at the beach and spending time with good people. When she's having a beer, her goal is to simply relax and enjoy herself.
Brandon also loves the beach, but he's also a craftsman and skilled woodworker. He loves to build things and has immense attention to detail. It's no wonder he opted to go with a beer brand "dedicated to the craft." When he has a beer, he wants to relax, but he's still looking for that craftsmanship.
Jessica is a neo-hippy with a passion for eccentricity and flair (funky, one-a-kind clothes and such). What better brewery for Jessica than one with a post-it mural of Michael Jackson in it's tasting room?
Joey is rugged and straightforward. Need I say more? He aligns with the gritty independent nature of Stone's ethos and can respect their rebellious attitude.
Here's the thing:
The beer itself is relatively similar. The flavors these companies provide could be swapped and no one would really know the difference. However, the personalities and attitudes of these breweries resonate with specific people.
Each of my friends made their choice for a reason: that beer brand was intentionally made for someone like them.
There are big elements of design and there are small elements. Both are necessary if you want to use design as an asset within your startup.
Design is the process of crafting with intention. This sets the trajectory for allowing design to be an integral part of your startup. In fact, it speaks to the idea that it should be intrinsically woven into every decision the company makes. If you act with the purpose of achieve a specific goal, you are designing. The opposite would be aimlessness or choosing to craft without purpose.
While such endeavors can lead to interesting results, it's not the best mindset to adopt with investors breathing down your neck or crucial deadlines looming int he background. Choosing to adopt a design-driven mindset is what allows you to measure progress and iterate with precision. In short, design turns wandering ideas into obtainable goals.
That's way different than making things prettier.
Yes, this concept tends to be confined within the areas of improving the aesthetic of apps, websites, interiors, products, or brand identities (a bunch of small elements), but these outlets don't give it power. Look beyond aesthetic and focus on creating things with purpose. How you want them to make people feel, what you want them to do, the goals a project is supposed to achieve.
I guess the main point is this: if you see design as only making things look pretty, even the things you want to look pretty will fall short of expectation. But, if you decide to see design as crafting with intention, you will be able to get results... and maybe make something beautiful int he process.