Dawson Whitfield, co-founder and CEO of Toronto-based Logojoy, which is rebranding to Looka: 'What’s important is that the name doesn’t pigeonhole you.'Logojoy had helped more than five million customers design new logos for their companies, and brought in more than $10-million in revenue over its first two and a half years of business, according to the company. But then the founders decided to try a fresh start.
But while the name Logojoy worked when the company was selling logos, it seemed limiting for a company that wanted to grow into a one-stop design shop.While Mr. Whitfield says that he found having the word “logo” in the name meant that more people were likely to purchase a logo from them, it could prove an obstacle to long-term growth.
He adds that while the name Logojoy worked for a fledgling company just finding its feet in the marketplace, he recognizes it wasn’t a viable long-term brand for a company with ambition.“That initial brand recognition that you get with having ‘logo’ as the first word in the company, I think that is very powerful,” he says. “Now it’s just gotten to the point where that’s not as important. What’s important is that the name doesn’t pigeonhole you.
“In a way it makes sense they started with such a focus on logo generation because that’s the first thing that people think of often when they’re thinking of branding,” she says. “But it pigeonholed them, so it would have been interesting if they had started with something like Brandjoy or Brandthrive or Marketingjoy.
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