Any of us that have been involved with the creation of an identity for a brand or a company know what an awesome responsibility it can be. Selecting a name for a child often comes more easily.
During the course of my career, I’ve been given the task of both naming brands and designing the logo mark as well as the deign system that ensures its integrity. I’ve done this for very large companies and brands as well as startups. Some you will encounter in daily living. Others live in a very narrow vertical space. The common thread that exists with all of them is that they met and surpassed the objectives of the assignment. Whether naming a channel for HBO or designing a corporate mark, I approach the problem with the confidence that what will be delivered will capture the essence of the brand and contribute to its success.