Question

Topic: Taglines/Names

Industrial Dome-shaped Roofs: Name+tagline Wanted

Posted by saintgregor on 3/31/2009 at 10:30 AM ET 250 Points
Hi Gurus,

We are currently rendering a multitude of services for industrial clients. Our tank and pressure-vessel department is about to introduce a new product: dome-shaped roofs for tanks. However, it's quite possible that the roof will be sold for architectural projects as well. Eg. as a self-supporting transparent roof over large sites like parks.

Some features of the roof:

It's lightweight compared to industrial alternatives
It's got great looks - especially when used for architectural purposes.
It can be huge without the need for structures beneath the roof as it's self-supporting.
It is quite simple to build - all components can be packed up on pallets and shipped.
The roof requires little maintenance and it requires no painting.
It can be produced with aluminium or acrylic glass sheets. A hi-tech alternative with foil-bubbles (like the olympic swimming arena in Bejing) is available as well.

The technology itself is quite old. The most prominent roof of its kind can be seen on the south pole: [inactive link removed] This is of course a very special application for this roof technology...

We're now developing these roofs further in several details. Our USP is the handling of complex projects. Our competitors are strong when it comes to standard solutions. We're strong when it comes to re-engineer the whole structure during challenging projects. But we'll try to compete for the standard solutions as well as our competitors are not very active on our market.

Good luck!

[Moderator: Inactive link removed from post. 2/14/2011]
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RESPONSES

  • Posted on 3/31/2009 at 8:38 PM Accepted
    Part of the problem here is that the target audience is ill-defined. It's hard to be clear about a benefit when it's not clear what problem you're solving, or for whom.

    Is there a way to be more specific about your target audience or the most important benefit they seek?

    Otherwise you're stuck with a "generic" name that you will have to explain to each prospective customer in a different way. If you do that, you'll become "Acme Domes" or something like that, and it won't mean anything or be terribly memorable.
  • Posted by saintgregor on 4/1/2009 at 3:55 AM Author
    Well the target audience are mainly engineers in purchasing departments. And here we're talking about industrial customers like refineries.

    Audience #2 are architects. We probably create 2 variations of the new logo with different sublines. However, the tagline should be the same.

    In any case we're talking about people with a strong technical background.

    By "variations" I mean something like that:

    XYZ
    Industrial

    XYZ
    Architectural

    I like the "mind ceilings" idea. Any more of those? Maybe without a regional flavour...?
  • Posted by saintgregor on 4/1/2009 at 4:47 AM Author
    D4, you really made me think about it in a different way!

    I found the most spectacular ancient dome - called the treasury of Atreus. Now what do the Gurus think about that:

    Atreus
    Industrial

    Atreus
    Architectural

    Treasures. Covered.

    But new suggestions are still very welcome!

    BR,
    Gregor
  • Posted by Jay Hamilton-Roth on 4/4/2009 at 11:14 AM Accepted
    If you're picking a name that isn't immediately obvious, you'll need a tagline to help explain it. Therefore Atreus/Treasures Covered doesn't help explain what you do quickly.

    A few tagline ideas to play with:
    * Domed Roofs For Strength
    * Domed Roofs For Beauty
    * The Strongest Roofs Are Domed
    * Domed Roofs. The Smart Choice.
  • Posted by saintgregor on 4/6/2009 at 3:19 AM Author
    Jay made a point here. Any more ideas?
  • Posted by saintgregor on 4/6/2009 at 3:38 AM Author
    How about adding the dome to the name? Or is the chance too high that it get's confused with the other meanings of "dome"?

    Atreus Domes
    Industrial

    Atreus Domes
    Architectural

    Treasures. Covered.
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