Structure

Tag: branding

  • Edifice

    Edifice

    Edifice delivers storage sheds, tiny homes, and small structures with character to residents in New Mexico and the Great Southwest. Over a few months, we helped them establish a brand identity that felt familiar yet differentiated them from an ever-increasing field of competitors.

    Unearthing Identity

    Without an existing brand identity in place, we set out to unearth a meaningful story that would guide the project. Practically, our goals were to develop something that felt New Mexico in-nature, communicated uniqueness but familiarity, and was easily ownable by the team. We dove in, starting with the logo.

    Edifice Logo Comps

    We designed 22 logo concepts in various styles and compositions. Initially, the team wanted to take a minimalist approach, but we quickly shifted directions after an initial round of audience feedback made it clear that the route felt too impersonal. We went back to the drawing board and spent a little more time uncovering their vision before a more contemporary concept clicked.

    Edifice Logo Stages

    The thumbprint inside the house represents Edifice’s dedication to making more than structures. It represents their focus on people over profit and communities over conversions. In short, the thumbprint represents humanity in every aspect of their work. It’s a simple, versatile element that helps a simple house illustration permeate meaning into every aspect of their brand.

    Edifice Logo

    To cap off the logo, we delivered a set of guidelines to help the team stay consistent as they fully owned this brand and took Edifice to the streets. These Visual Identity Guidelines defined various elements of the brand:

    • Primary, secondary, and tertiary logo marks
    • Primary and secondary colors
    • Heading and body fonts
    • Usage guidelines

    Creative Collateral

    In essence, while there was a significant physical brand reputation, there In this project, the logo set the stage for essential business collateral. We delivered personalized business cards and a fully-optimized email signature for each of their team members.

    Edifice Business Cards and Email Signature

    We also designed a cast-iron badge that Edifice will nail to each of the structures they build, reinforcing the personal-touch that flows through everything they do.

    Business Is Personal

    Here at Structure, we align closely with Edifice’s approach to business and relationships. It’s a very human, personal approach. Our goal is to make everything about the client and use our skills to benefit them, first and foremost.

    The relationship continues and we’re looking forward to partnering with Edifice to see their unique story unfold.

    Strategy

    Brand Strategy
    Research

    Design

    Brand Design
    Illustration
    Art Direction

  • How to Choose a Good Business Name: Selection Criteria

    How to Choose a Good Business Name: Selection Criteria

    Hidden within the pages of The Brand Gap (by Marty Neumeier), is a substantial piece of shiny gold. Okay, there are quite a few shiny pieces of gold in this book. But the one I want to highlight today is Marty’s 7 Criteria for a Good Business Name. In short, this criteria taught me the secret how to choose a good business name.

    I’ve applied these criteria while developing business names for my clients (like Supportist, Warrick, and BookWorthy) and my own personal companies (like Structure and Craft).

    I hope that this criteria provides a bit of a framework as you navigate the deep creative waters of naming your business.

    The seven criteria for how to choose a good business name

    1. Brand Distinctiveness 

    Does it stand out from the crowd, especially from other names in its class? Does it separate well from ordinary text and speech? The best brand names have the “presence” of a proper noun.

    2. Brevity

    Is it short enough to be easily recalled and used? Will it resist being reduced to a nickname? Long multi-word names will be quickly shortened to non-communicating initials.

    3. Appropriateness for the Business

    Is there a reasonable fit with the business purpose of the entity? If it would work just as well—or better— for another entity, keep looking.

    4. Easy spelling and pronunciation

    Will most people be able to spell the name after hearing it spoken? Will they be able to pronounce it after seeing it written? A name shouldn’t turn into a spelling test or make people feel ignorant.

    5. Name Likability

    Will people enjoy using it? Names that are intellectually stimulating, or provide a good “mouth feel,” have a headstart over those that don’t.

    6. Extendibility

    Does it have “legs”? Does it suggest a visual interpretation or lend itself to a number of creative executions? Great names provide endless opportunities for band play.

    7. Protectability

    Can it be trademarked? Is it available for web use? While many names can be trademarked, some names are more defensible than others, making them safer and more valuable in the long run.

    Conclusion: How To Choose A Good Business Name

    Choosing the right business name isn’t just a creative exercise—it’s a strategic decision that can shape how people perceive and remember your brand. Use these seven criteria for how to choose a good business name as a practical guide to filter your ideas and find a name that truly fits.