The wrench inside the initials help give the viewer an idea that this company is in the business of repairs and service.
For this thematic wrap design, a panel with the wrench (which was part of their previous brand) was used to help communicate plumbing. The employees also will have plaid shirts as part of their uniform.
In this instance we used the penguin to help give the viewer an idea of the business type.
The previous branding was more focused on a T and C. We suggested making sure the name was prominent, and developing a mark that also helped tell the story. Lastly, we wrote their tagline to connect the visuals more and help deliver a more unique brand promise.
A fun mascot helps to easily signal to the viewer the nature of the business.
A unique-shaped panel and fun mascot design help give the viewer a better idea of what JNA does.

Making the most of initial-based brands

B&B, JR, DTR: What can you do with a company name that is just a few letters?

By Dan Antonelli

Posted on Saturday, August 29th, 2020

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For most sign shops, company names that use initials can be the most challenging to build brands for. Many clients come to us and want their brands to be just as creative as some of the ones they see on our website. But dealing with a company name that is two or three letters is a much different type of exercise compared to names—which allow you to be more creative with your visuals to accompany those creative names.

Wrestling with initial-based brands For us, our first conversation addresses the challenges of their name. Often, this is not exactly the conversation most owners want to have. They usually think you can work your magic with whatever name you’re presented with. The truth is, there’s no amount of magic to get an initial-based brand to communicate the same brand promise as one that says what their company might do, or an expectation of what the customer might receive if they hired this company.

And that’s really the core problem with any initial-based brand. The customer has no idea of the deliverable—the service or product the company provides. And worse, names that use initials are extremely difficult to remember.

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Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit On Instagram: @danantonelli_kickcharge.

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