Tactical Graphic Design + Marketing CEO

Brand Conception

Your brand is not who you are, but rather who people THINK you are! It is the shorthand for all that you stand for and project into our communities. It cannot possibly describe all that you do or desire (that would be an impossibly long name!), but it can be a symbol for those things.

The name and logo design process is reciprocal—the brand is designed based on the unique qualities of the organization—and the organization infuses new meaning into the brand over time. That’s why a brand needs to be so communicative. Read on!

Brand Names Should Be:

  • Short
  • Memorable
  • Unique
  • Timeless
  • Agile
  • Universal


  • Difficult to say
  • Difficult to spell
  • Similarity to other brands
  • Terms that limit growth potential
  • Accidental similarity to coarse phrases
  • Ugly or useless as a URL or hyperlink



Primary Color(s)

  • Few as possible
  • Unique within your space
  • Appeal to your target audience
  • Agile for use in all mediums (web, social, print, merch, signs)

Secondary Colors

  • Work well with primary color(s)
  • Create proper contrast
  • Useful for highlighting important information or calls to action (CTA)
  • Robust palette needed for a consistent brand identity across campaigns


  • Low contrast
  • Ugly
  • Overdone

Congratulations! It's a baby brand. Here's how to take care of her…


  • Announce the birth
  • Celebrate this accomplishment
  • Post about it everywhere
  • Explain it (make it fun!)
  • Blast it everywhere (merch, wall colors, social media backgrounds, website)


  • Dilute it with low contrast, similar colors
  • Revert to using old brand assets
  • Let non-designers represent it poorly by making their own assets
  • Forget that a strong, consistent brand is one of your strongest assets as an organization


  • Register a Trademark for your Name
  • Register a Trademark for your Logo
  • Update ALL digital properties (web, social, apps), all business collateral (business cards, forms, brochures), and any other reference to your brand (signs, decals)

Watch for:

  • Brands infringing on your name, logo, colors
  • Changes in your market that weaken your brand position
  • Internal attempts to steer the brand, resulting in brand confusion and dilution
  • Time to refresh the brand again! Even timeless brands adapt in subtle ways to stay relevant