Identity Filter

IdentityFilter is a quick ‘go/no-go’ gauge that flags name or logo candidates with blatant problems in early stage creative work. Uncovering linguistic and cultural obstacles early on saves time and money on trademarking and researching such problematic names and logos. Although most of our clients typically evaluate 75 to 300 name candidates at a time, there is no limit to the quantity of candidates we can evaluate according to your specific criteria. By investing in a quick screening first, your clients’ validation efforts can then focus on a smaller group of candidates that are less likely to have issues.

Standard evaluative categories for name candidates:

  • Can it be pronounced?
  • Negative connotations

Standard evaluative categories for logo candidates:

  • Similarities to or associations with other visual symbols
  • Similarities to or associations with past or present brand logos
  • Negative connotations
  • Appropriateness of colors

Global Brand Evaluation

Global Brand Evaluation is an in-depth assessment of semi-final creative work that identifies viable name and logo candidates for global markets. It delivers concise, practical and immediately actionable global information on brand names. Although most of our clients typically evaluate 10-20 candidates at a time, there is no limit to the quantity of candidates that can be evaluated per project. Evaluative criteria can be customized. Data collected from multiple in-country specialists per country and per language is cross-checked and verified by our project management team before it is delivered to you.

Standard evaluative categories for name candidates:

  • Direct meaning
  • Negative connotations
  • Ease of pronunciation
  • Visual and phonetic similarity
  • Product/Brand association

Standard evaluative categories for logo candidates:

  • Negative connotations
  • Are the colors appropriate

SayItWrite

SayItWrite helps your clients understand the pronunciation of name candidates in the target markets. This insight uncovers unintended or negative connotations and avoids regulatory and trademarking obstacles. Most of our clients typically select 10-20 names at a time, but there is no limit to the quantity of candidates we can include. We deliver the name candidates as individually recorded pronunciations and, as required, phonetic spellings in the native and Roman alphabets. We will customize pronunciation, transcription, and transliteration criteria to your needs.

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