It is the corporate voice, and the corporate face. They also illustrate the fact that there are other issues to be reckoned with besides the obvious development of a simple logo or a strong graphic design system. Your company is recognized by its logo, but it is remembered by its name. It may be the only mechanism in service organizations that enables them to stand apart from their competitors. If your name is weak, your image will be weak in the following ways.
People forget such names because they have no distinction.
Yet they're used in many applications where a company could be conveying a message to its market. A name can't serve as an asset for a company unless it has inherent value. Interesting names position a company externally and attract good people internally. Descriptive, lacking distinction Another typical problem with names occurs when they are only descriptive of the company's products or services. Accomplishing nothing for the company other than generic identification, they fail as marketing tools and make poor use of their print.