Designer Rebrand: Aligning The Logo with The Name

Can you use your logo to overcome or counter negative perceptions of the name of your business?

That’s what Julia Reich is doing as she evolves her business from Julia Reich Design to Stone Soup Creative.

When Julia decided to change her firm’s name to Stone Soup Creative (read about why she’s rebranding here), she did a survey of her clients to get feedback on her new name. Not everyone loved it and many gave very useful feedback on why.

“While there was plenty of commentary to dissuade me from choosing the new name,” wrote Julia, “I went for it anyway, thinking that many of the valuable points people brought up could be remedied by thoughtful messaging and positioning, especially as I applied the new brand to my soon-to-be-re-vamped website.

“I also didn’t want to drive myself any crazier making this change than I already had these past many months. My research had shown that there are plenty of design firms out there with irrelevant, unmemorable, meaningless (at least, to me), even silly, names. I didn’t need to attach the weight of the world to my decision.”

Some people thought the name sounded too folksy, childish, unprofessional, hippie-ish. According to one, “‘Soup’ was too far removed from design and brand strategy as an industry and didn’t evoke visual creativity, modern, streamlined, contemporary – things commonly associated with good design.”

“And I especially needed to overcome the association with the children’s book and children’s literary magazine.”

Julia took that feedback and used it to inform the design of the new logo so that it would counter as much of that “constructive criticism.”

It needed to look modern and abstract to counter balance the folksiness of the name that people were criticizing – not a concrete representation of a pot with soup.

For more on Julia’s rebranding journey, read the blog posts and listen to the podcasts on the Marketing Mix Blog.

One thought on “Designer Rebrand: Aligning The Logo with The Name

  1. Designer Rob Russo

    That’s a great logo! And I don’t mind the name at all. I realize first impressions mean a lot these days. And, someone’s first impression of the “Stone Soup” name might leave a bad taste in the mouth…

    But in the end, I’d check the quality of work, effective solutions created, client testimonies, etc. (check portfolio, case studies, testimonials, etc.) as a far better way to see if a particular person or firm has what it takes to get the job done.