Naming & Branding

Much like a person’s name and appearance, company and product names and logotypes are the most fundamental elements of identity. Because they are so closely related to the brand, they must be developed—or modified— with care and expertise. This work is a core activity at Goldforest and the foundation of many of our efforts.

Our typical engagement starts with Brand Discovery, a process through which we come to understand the brand through the eyes of our clients and their customers. We take stock of brand heritage, personality (using brand archetype theory where applicable), value proposition (key benefits on functional, emotional and self-expressive levels), competitive brand positioning, and other factors. For new market entrants, we develop a model that serves as the introductory platform. For existing offers, we evaluate opportunities to elevate and clarify the messaging through naming, brand hierarchy (for extended lines), and logotype design.

This assignment requires a delicate balance of analytical and creative thought, requiring the talent, experience and insight for which Goldforest is known.


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