#11 Bad naming ruins logo meaning

Sorry. No sugar-coating. This business name is flawed. When you must instruct someone how to pronounce your 4-syllable word, it’s crippled from the get-go. Namers are people who love words and linguistics – like me. I invented a name for my design business once very similar to the one above. Mine was BENEXUS. Meaning blessed joining from Latin roots. Very similar. Marriage type of word. Connection.

But the rural audience had no idea what it meant and it wasn’t descriptive of what I did, sold, or anything, It sounded like a heavy metal rock band. Confusion. I had to throw out all of my exuberantly printed identity materials and start fresh.