Should you commission a new name as well as the visual identity?

No, if the current name is the one people say when they arrange to meet and it fits on the sign. Yes, only when that name no longer says what you are or cannot be used on the door.

Write to us. A quote with no commitment.

Ask five guests what they call you, without showing them options. A name nobody can pronounce is launched and the old one stays in the reviews. Either the existing name closed into the mark, or a short list of names that can be said out loud.

Join our branding community

Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.