How do you create a memorable hospitality brand name and logo?

1 Define your brand strategy

Before you start brainstorming names and logos, you need to have a clear and consistent brand strategy. This is the foundation of your brand identity, and it includes your goals, values, message, tone, and positioning. Your brand strategy should answer these questions: What is your purpose and promise? What are your core values and principles? What is your unique selling proposition? Who is your ideal customer and what are their needs, preferences, and expectations? How do you want to be perceived and remembered in the market? Having a well-defined brand strategy will help you create a name and logo that align with your vision and mission, and convey your brand personality and value proposition.

2 Generate name ideas

Once you have your brand strategy, you can start generating name ideas that capture the essence of your brand. There are many types of names you can choose from, such as descriptive, suggestive, abstract, acronym, or coined. You can use online tools, dictionaries, thesauruses, or brainstorming techniques to come up with as many name ideas as possible. Then, you can narrow down your list by applying these criteria: Is the name relevant, memorable, distinctive, pronounceable, and available? Does the name reflect your brand strategy, personality, and message? Does the name appeal to your target audience and fit your industry? You can also test your name ideas with your potential customers, partners, or employees to get feedback and validation.

3 Design your logo

After you have selected your name, you can design your logo that complements and enhances your brand name. Your logo is the visual representation of your brand, and it should be simple, recognizable, scalable, and adaptable. You can use online tools, templates, or professional designers to create your logo, but you should also follow these guidelines: Choose a logo type that suits your name and industry, such as wordmark, lettermark, pictorial, abstract, or emblem. Choose a color scheme that reflects your brand strategy, personality, and message, and that creates contrast and harmony. Choose a font that matches your brand tone, style, and message, and that is legible and consistent. Choose a shape that conveys your brand values, emotions, and associations, and that is balanced and symmetrical. You can also test your logo with your potential customers, partners, or employees to get feedback and validation.

4 Register your brand name and logo

Once you have created your brand name and logo, you need to register them to protect your brand identity and prevent others from using them without your permission. You can register your brand name as a trademark, which gives you the exclusive right to use it for your products or services in a specific market. You can also register your logo as a trademark, or as a copyright, which gives you the exclusive right to use it as an artistic work. You can check the availability of your brand name and logo online, and then apply for registration through the appropriate authorities in your country or region.

6 Update your brand name and logo

Finally, you should update your brand name and logo periodically to keep them fresh, relevant, and competitive. You should review your brand name and logo regularly to see if they still reflect your brand strategy, personality, and message, and if they still resonate with your target audience and fit your industry. You should also consider changing your brand name and logo if there are significant changes in your business, such as mergers, acquisitions, expansions, or rebranding. You should also consider changing your brand name and logo if there are negative associations, controversies, or legal issues with them. However, you should also be careful not to change your brand name and logo too frequently or drastically, as this may confuse or alienate your customers and partners.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?