I’ve been out of the freelancing game for a long time, but I’m helping a buddy out. He came to me asking for some help with a logo and an e-commerce website. They haven’t really started the business yet, haven’t started selling products, just made a few prototypes that they’re happy with. I’m not going to give away personal information here, and this isn’t the product. But imagine if the product were coffee tables, his name is similar to “The Great American Coffee Table Company”.
Look – I get the appeal of a name like that. I understand it. It’s patriotic, it’s clear as to what they do, it’s a bit catchy. It’s got a bit of a rustic/homestead feeling to it. But I feel there are some big cons too:
1. It’s long. Hard to put that all in a logo that they could stamp onto the back of their product. Hard to find a good domain name for it.
2. It limits their product ranges. If they someday start to make matching side tables to match or bookshelves or something, the name is no longer as accurate as it once was. Especially if that secondary product starts to outsell their first.
I’m tempted to urge him to reconsider the name, especially considering how early they are in the process, to something shorter and more generic. But I’d like to know what you would do.
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