Matching a Name to Your Art Direction
Art direction is an integral part of the world — so art directors carry a lot of weight on their shoulders. An artistic concept must be original, compelling and aesthetically pleasing, and it must complement the brand as a whole. If things don’t go well, the responsibility lies in the hands of the art director. No pressure.
Let’s say that you’re trying to name a business. At a Hundred Monkeys, we do this for companies every day and quite often our clients ask about how the art direction should play into the naming strategy. In other words, should the name be decided according to the art direction, or should the artistic theme be a reflection of the name?
Art Direction and Naming
Truth be told, there is no one-size-fits-all approach when it comes to art direction and naming. Your approach should be decided based upon which ingredient came first. So if you already have a name, your art direction should play off of it. Develop a concept that reinforces the name, or the overall spirit of what the name suggests, using creative visual elements.
On the other hand, let’s say you already have a comprehensive artistic layout in mind. This is where it gets a bit trickier. The name should be viewed as an introduction to the conversation. As long as the name doesn’t directly contradict the art direction in any way, you can choose a name that best exemplifies the product, service or message at hand. For example, if your art direction is all about uniformity and symmetry, you won’t want to use a name that suggests chaos or spontaneity.
The chicken or the egg?
But what if you’re still in the research and development stage? No name. No artistic inspiration. Just an idea. If you find yourself in this quandary, consider establishing a name before diving in to the art direction. The name is what people will ultimately remember and connect with above all else, and once you have it, you can proceed with the art direction accordingly.
There are certain exceptions, of course. If artistic integrity is a core part of your business, you may want to build your campaign around the designs themselves. In most situations, though, your name has the power to set the stage for everything else that follows. Think about it: Coca-Cola, Nike, Sony. If you start with the artwork, you may inadvertently limit your naming options, and we like to believe that the sky’s the limit when it comes to naming. Perhaps we’re a bit biased. We take naming pretty damned seriously.
We are A Hundred Monkeys – What’s your name?
Are you struggling in the naming department? Looking for a name that will truly take you places, and succinctly personify the very essence of what you do? Contact A Hundred Monkeys. We’ll work with you to find the kind of name that really sets you apart for all the right reasons. We have worked with Fortune 500 industry leaders and small business alike. Give us a call.
