Believe it or not, your company name has a lot to do with how you design your logo. Generic names tend to need more graphic elements in the logo design than companys whose name alone sets them apart. Simple, short, memorable company names tend to have simple, short, memorable logos as well (and they make getting a trademark much easier, since you avoid graphics that might infringe on other companys logos).
Heres what to consider when naming your company if you want the logo to look great:
Make it Memorable
FedEx is a perfect case in point. The name is not one youd easily forget, and the logowith just text and no iconis clean, memorable and recognizable from a mile away. This is a good company name that makes for a good company logo (And if you look closely, you can see an arrow between the 'e' and 'x'--a nice touch).
Stay Short & Simple
The IBM logo works because the owners avoided using the full company name: International Business Machines Corporation. How would that logo have looked? Either way to wide to look good on a billboard, or way to tall and jumbled to be easily legible.
And the famous I [heart] NY logo is timeless example of a good logotype. I cant imagine the logo would have had as much success if it had read: I Love to Visit New York City.
They work because theyre short, simple and easy to remember.
Dont be afraid of plain logotypes
Having a good business name means you dont necessarily have to have an icon in your logo. Icons (such as the AT&T globe or the Cingular splat) can be good identifiers, but theres nothing wrong with using a straight, simple type (known as a logotype) as a logo.
Source: http://feeds.feedburner.com/~r/designmatters/~3/http%3A%2F%2Fdesign.ducttapemarketing.com%2F2006%2F07%2Fwhats_in_a_name.html
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