Signs & Symbols:
What Do They Mean?
© Steve Rivkin 1988
You've agreed on the name. Now your graphics folks want to add a design, a symbol. Maybe make it part of the name and its registration.
Proceed with caution. There's a long cultural tradition of meanings behind signs and symbols. Make sure you mate the right visual concept with the right name.
Here are some examples from Claire Gibson's book, Signs & Symbols.
SYMBOL MEANING COMPANY / BRAND Star divine presence, wisdom, enlightenment Texaco, Converse Circle unity, harmony, completeness GE, AT&T Triangle aspiration Delta Air Lines Anchor adventure, stability Levi's Dockers Harp Ireland, Celtic heritage Guinness Lion leadership, power, royalty MGM, Dreyfus Cow fertility, abundance, simplicity Borden, Elmer's Glue Diamond clarity, perfection, rarity Sprint, Mitsubishi
After years of study, researchers have discovered the secrets of the anti-coagulants in vampire bat saliva.
This points the way toward a drug that prevents blood clotting.
The drug is based on a protein isolated from the bat saliva, synthesized by recombinant DNA technology. The magazine Science News reports that the French company Rhone-Poulenc has applied for a patent in at least 80 countries.
The drug's code name: DRACULIN.
STEVE RIVKIN President, Rivkin & Associates, Inc; Editor, The Naming Newsletter, a quarterly report on the strategies and tactics of naming. Steve is a much sought-after speaker and has provided naming counsel and training workshops for such clients as Ameritech, BlueCross BlueShield, First Data Corp., Kraft Foods, Monsanto, Nynex, Outboard Marine Corp., Pharmaco, Sierra Instruments and Wendy's. Training workshop details, contact RAYMA Management Consultants Wendy Song at tel: (03) 7044-666, fax: (03) 7044-484 or e-mail: email@example.com