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stu

dies

Activia, Profile and Swash: The Stories Behind the Development of the Brand Names.

case studies

activ

ia

The Activia brand identity was developed to drive strong association with an active lifestyle which can be achieved with the consumption of probiotic yogurt. When Danone introduced this new innovation, they had conducted extensive research on how probiotics could benefit the digestive system. The morpheme ‘via’ also suggests ‘on the go’ and movement. As a neologism, new brand names that begin and end with the letter ‘A’ test best for recognition and recall.

Active probiotics assist digestion

Active, on the go, healthy lifestyle

‘via’ connotes movement, youth, and vitality

New names which begin with the letter “A” test best for recognition and recall. Those new brand names that begin and end with the letter “A” test best amongst all names.

case studies

swas

h

Swash is a new cleaning system for clothes that incorporates washing, drying, ironing and dry cleaning in as little as 10 minutes. The name, a neologism, connotes associations with “swift” and “washing.” At five letters it offers strong alliteration, recognition and recall.

Connotation of ‘Swish”

Washing

Swift, Speedy

Visual aesthetic of the letter ‘s’ used twice in this name is associative with the motion of a washer machine and cleansing movement .

case studies

prof

ile

With their new line of appliances exhibiting cutting edge design and simple, clean lines, GE looked to create a master brand to convey these key attributes. Longevity of the brand was a prime goal as GE intended a long (20years+) lifespan of this master brand identity. The ‘Profile’ name captures the essence of blending artistic detail with brilliant features. The ‘Pro’ prefix also connotes ‘professional’ as one would aspire to have a professional designer to accessorize their home.

Association of contour, outline and delineation

Pro infers ‘professional’ And ‘masterful’

‘file’ suggests organization, uniform arrangement and styling

Our Creative Inspiration

Inspired by experimental literature and musical composition, we infuse a culture of innovation and creative inquiry into our process. We seek to redefine the fundamentals of using art and language as a guide to develop profound brand identities. Names are just the beginning…

The Science of Language

Our team of lexical engineers examines not just the sound, but the look and feel of every letter in every word we create. We scrutinize each word’s structure: from phoneme, to morpheme, to grapheme, to shape. In the search for the perfect name, we leave no stone unturned.

At Brand Acumen, name creation is our form of artistic expression.

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our creative thinking

our creative thinking

"The limits of my language means the limits of my world."

"Like everything metaphysical the harmony between thought and reality is to be found in the grammar of the language."

-- Ludwig Wittgenstein

Many great minds and philosophers have commented on the important role language plays in forming our thoughts. Some have even declared that language shapes our thoughts entirely.

We at Brand Acumen take these ideas to heart in our belief that a name is the basic unit of you, the truest essense of a thing because it is a necessity required to shape our understanding of the world

We are not just creating letters on a page, but we are giving life to ideas and steps towards new frontiers in thought.

We are inspired by those artists, thinkers, and movements with a like- minded mandate, from Dada to William Burroughs, from Duchamp to Wittgenstein, and we apply our rigorous creative thinking to every element of our creative intuition.

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Brand Acumen 19 Leonard St. NY, NY 10013 Bill Smith, CEO (Call Bill. 704.906.3402) william.smith@brandacumenstudios.com