Rich came to us with an idea for a mobile advertising platform: rideshare drivers can display hyper-local content through tablets to give passengers a heads up on what was happening in that city. To pitch to investors and partners the platform needed a great name and supporting branding.
Cultivating the Brand
We created and tested a long list of possibilities noting immediate impressions and reactions of testers. Scoring the names on factors such as punchiness, playfulness, friendliness, charisma, pronunciation, and memorability, we discovered the name: Gnomad. Inspired by stories of mischievous traveling gnomes sending photos back to their owners, and combined with ad(vertising), the name perfectly suited the product.
Selecting the right visuals to enhance the characteristics of the name is essential. Gnomad is a brand new word, so we needed to make it the main part of the brand. The font, Brandon Grotesque, was selected for its strength, approachability, and cheekiness. We customized the individual letterforms to make it truly unique — something that Gnomad could “own”.
Because humans are visual learners, we added a simple but distinctive supporting element, the pointed hat, to tie the name and meaning together. The hat is slightly bent to show some humility and to keep the brand approachable.