If you’re launching a new business or rebranding, you might be tempted to dive straight into the logo design.
But here’s the truth:
Your logo isn’t where your brand starts. Your name is.
At LogoFarmer’s Studio, we always recommend that clients define their brand name before we begin any visual design work.
The right name gives your brand direction, tone, and personality — and it sets the stage for a logo that actually means something.
Here are some practical tips for naming your brand before designing the logo:
1. Make It Easy to Say, Spell, and Remember
Your brand name should feel effortless — for you and your audience.
✅ Is it pronounceable?
✅ Can people spell it without guessing?
✅ Does it stick in the mind after hearing it once?
If you have to explain it every time, it might be worth simplifying.
Tip: Say it out loud. Picture it on a business card. If it feels clumsy, keep exploring.
2. Avoid Names That Limit Your Growth
It might feel tempting to include your service or niche in the name (like “Logo King” or “WebFix”).
But what happens if you expand?
Instead, choose names that are:
Flexible
Broad enough to evolve
Still meaningful to your vision
At LogoFarmer’s Studio, we work with clients who name their brand before their full service offering is even finalized — so we guide them toward names that have room to grow.
3. Make Sure It’s Available (Legally and Digitally)
Before getting too attached, check:
Domain name availability (preferably .com)
Social media handles
Trademark conflicts (especially if you plan to go global)
A great name that’s already taken can lead to legal issues — or just confusion online.
Tip: Use tools like Namecheckr or GoDaddy to check name availability across platforms in one place.
4. Let the Name Reflect Your Brand Personality
Is your brand bold and edgy? Quiet and elegant? Warm and playful?
Your name should match that tone.
“Stripe” sounds modern and simple
“Mailchimp” feels quirky and friendly
“Rolex” feels elite and timeless
Once your name has the right emotional tone, your logo can echo it through style, typography, and color.
5. Say No to Trends. Say Yes to Meaning.
Trendy names (like removing vowels or using weird spellings) might feel clever now — but they often don’t age well.
Instead, aim for a name with:
A story
A purpose
A connection to your mission or audience
Meaning beats coolness. Every time.
6. Keep Your Designer in the Loop
Already working with a designer? Don’t keep the naming process separate.
Share:
The short list of names you’re considering
The background behind each name
Your vision for tone, audience, and style
This helps us start logo concepting with focus and clarity — instead of guessing what direction to go in.
At LogoFarmer’s Studio, we often collaborate with clients during the naming phase to make sure their identity system feels unified from the ground up.
Conclusion
A strong name is the seed. The logo is what grows from it.
Before designing your visual identity, take the time to choose a name that’s clear, flexible, and emotionally aligned with your brand.
And once you’ve got that name?
That’s when the design magic begins.
Need help turning your brand name into a powerful logo and identity?
Start your project with LogoFarmer’s Studio ➔
