Know-How Exchange : Student Questions

Wild Ass Powder Coating - I wouldn't recommend it unless the target market is appropriate.

Jabber Cat Powder Coating - I don't know what a "jabber cat" is, but the name isn't commonly used (a good thing).

Boss Man Powder Coating - This has some negative connotations.

People wear logos either because they: like the image, like the company, and/or like the association with the brand. First focus the business on doing a bang-up job on powder coating. Then, help people who are fanatics to spread the word about your work.

Dear Regina,

As an art major about to go into the world of graphic design, and someone that's about to do a major design job for someone, you appear to have your work cut out.

As Jay has already pointed out, the names you've picked all have baggage associated with them. Brands need all kinds of things, but that they do not need, is baggage.

Baggage is bad. Avoid it as you would a venomous toad.

Your client worked in a foundry? Why not use words from the foundry industry? And for a name, a single word might work better than a four or five word name. It's easier to remember.

I'm suggesting this because I'm all named out for this week. Been at it since dawn on Monday and I'm shot.

But what your client (I'll call him Bill), what Bill needs to wrap his mind around is that he's not putting logos on clothing, if that's what he wants to do, he ought to be in the garment industry.

No. See? Bill's doing metal work (ooh, just thought of a name: heavymetal. Too obvious? Never mind. Where was I? Oh yes, Bill.

Sorry, lost my thread a little there.

Bill's powder coating things made of metal. Bits of trucks. Bike frames. Manly, guy-type stuff. This isn't a burger joint we're talking about, this is specialized stuff. Narrow in its focus. Tight.

This means Bill's proving a necessary, niche-driven service that's bought by people with specific needs. Which in turn means his clients are a tightly knit group of people. Clannish, but in a good way. Mechanics. Engineers. Gear heads. Great people all.

Niche-driven. Very important, that. Don't forget. All right?

So why not ask them—the people needing this niche service—what would appeal to them in terms of a service? Not a name, mind you. A service.

The company name can come from the guy's name if need be.
But first, he must line up the ducks of his service, the benefits he offers, the skill and quality of his people. The value to his clients. These are the things that matter. Not his company name and not the work you'll do.

Here's a tip for you that will, if you're wise, serve you well throughout your career. Ready?

Before the wrapper goes on, the quality's got to go in.

Simple, I know. But important. Here's why:

Without quality as a core, all you've got is a wrapper.
A shell. An identity.

The stationery (psst, it's got an "e" in it. Think "e" as in envelope, otherwise, it's not moving. A copywriter friend of mine taught me this just before I presented a piece of work to a really picky grammarian client. It's a lesson I've never forgotten!) you're designing is a great project to whet your edge, so to speak, and I urge you to give it your all.

But before you go wild, go over some of the many examples in brand identity books in your local book store. You never know what inspiring stuff you'll find.

Sorry I can't be of more help before June 1. But I hope what little I have offered is of use to you.

Good luck.

Gary Bloomer
Wilmington, DE, USA