Rename a Company’s Flagship Online Design App
PROJECT: Rename a company’s flagship app that democratizes brand identity design.
BOON: Something extremely useful, helpful or beneficial.
BRAND POSITIONING: The South Korean app development company PIXO Inc. had a fairly successful online app with a boring, forgettable, generic name: Logo Maker Shop. This app did exactly that — make logos — but its name gave very little reason to care or remember. The company’s mission and vision, however, is bigger than the merely descriptive “Logo Maker.” They want to help entrepreneurs of burgeoning brands by empowering non-designers to create beautiful logos and other design elements.
Bringing this into focus, here’s the perspective of PIXO CEO, Sangwon Kim:
Creating something and putting it out to the world is a scary experience. We believe non-designers need a place where they feel like they know what they’re doing with easy to follow guides and references.
Our company mission is to empower people to create digital content without limits. This company is founded by a developer (me) and a designer. Our goal with this product is to provide a vast amount of design necessary to launch and operate a brand with high quality at a professional level. Creating a productive and hassle-free creative tool is important to us so that any makers like us can have more time focusing on getting the job done and have less time worrying about how to present themselves visually.
At the start of this project, we aligned with our client on the core brand positioning elements any prospective name had to meet:
- the name must be short, simple, quick, active, unique, easy and fun to say
- the name should be a little more abstract, allowing it to eventually became synonymous with the brand
- the name should connote making a presence, and creating a connection between the user and world
- the name should imply ambitious goals, telling your story, and delivering business ideas
To replace the generic and forgettable Logo Maker Shop, and fulfill these positioning goals, Zinzin created the name Boon. A Boon is something extremely useful, helpful or beneficial, which it exactly what this app is. The name is short, simple, quick, unique, easy and fun to say, and evokes a friendly, joyful feeling. By offering timely help or a singular advantage, a Boon is always welcome. This app simply is a Boon, especially for entrepreneurs and non-designers who are working with a limited budget, yet still value smart design.
Moreover, Boon is a name with great visual appeal, critical for an app designed to create appealing visuals for others. Kudos to our client for their memorable graphic treatment of the name and its great double-o in their own new logo. We wish you well on your journey, and may this new brand be as much a Boon to you as it is to your customers!
VISIT: Boon