A Co-Working Name That's Both Descriptive And Evocative
General Assembly is a communal office campus in downtown New York City, where entrepreneurs can rent office space for their startup company and immediately join a thriving tech community, meet other entrepreneurs and investors, and have access to complementary technologies and a talented labor pool. It's a great concept, with a perfect name that works on multiple levels. The first reference in the name is to the United Nations General Assembly, the only one of five U.N. organs in which all member nations have equal representation. Through this metaphor, the name General Assembly very effectively conveys the key concept of a participatory environment for "everybody" with a serious start-up business.
Further, the name General Assembly evokes an old-school industrial manufacturing company -- think General Motors -- which adds the gravitas of real-world tangibility to the gleam in the eye of an entrepreneur or the dream on the page of a business plan. And the name lends itself to iconic abbreviation in its logo, which features "GA" in the middle of a gear, further reinforcing the industrial references. These brand cues of tangibility and realness, in a realm where far too often new ideas disappear in to "vaporware," is extremely compelling, and reflects the same kind of thinking that went in to the company name we created for the software company Rivet. Great work, General Assembly.
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