03. Deciding on my corporate identity

It seems sensible to define your corporate identity, before you start marketing your business. I guess almost all interpreters and translators are faced with the same questions when deciding on their business name: Do I want to be out there as a single person? Do I want a neutral company name or even a name suggesting that there is a team behind the website? When deciding on a company name, either you are lucky and while struck by genius you come up with a solution you immediately like, or – like me – you mull over all potential company-name candidates again and again until you finally decide on the most acceptable one. If you don’t want to leave it there, talk to people – preferably business experts. Our family friend helped me transform my original suggestion into a much snappier one and it was fascinating to observe him. If I remember correctly, his reasoning was:
  • Sinclair is a good name, keep Sinclair.
  • Everybody knows “Lost in Translation”, then again you don’t want that.
  • But something with translation.
  • You want to offer a solution, say what you are doing.
  • How about Sinclair translates?
He wanted to keep going, but I stopped him right there. I had my name!  
Great, I had the company name, but what now? Creating a website or designing a logo?  As logo is part of the company name, it seemed as the next logical steps. If you want to avoid high expenses and/or disappointment, look around, until you find a graphic designer, whose designs you really like. In my case the design was done by http://acuaro.cz. They promised two weeks, needed almost four, but delivered what I wanted. The assignment included the whole corporate identity: the new logo in different formats, business cards, an envelope, letterhead and a logo manual, a detailed description of how to create your logo and marketing products. Total costs – around 800 EURO. For reasoning behind the design see the photo and description below.



Explanation of the logo: The logo Sinclair TRANSLATES evokes the business field of interpreting and translating. While the speech bubble suggests communication, the different colour shades in the logo refer to a variety of languages.

If you have gone through a similar experience, please comment below, share your story so that other colleagues can benefit. Thanks.

Kommentare

  1. Great post Katerina! I have been there too a couple of months ago when I decided to rebrand my business and start trading under a business name. I wanted at the same time my logo to be redesigned but this was a very hard task. I was working together with a website developer and a designer and we went through all possible options. I wanted something that could be easily linked to interpreting or to communication but I wanted at the same time to avoid the direct use of "interpreting" or "translation" as part of the business name as I might offer more services in the future than these two. I know, I am a difficult guy and I've been spending countless hours and days on this topic. At the end I came up with the idea of combining somehow my name with my company name, I think the designer wanted to kill me at this stage because this made it even a harder task lol.
    I finally suggested MDPwords, because MDP are the initial letters of my first name and surname and I had in mind a good tagline for this, I added then "words" because I basically work with words, both written and spoken ones.

    I opted for the tagline Make Dialogue Possible, I wanted the tagline to briefly explain to potential customers what can I do for them and I could make dialogue possible between people speaking different languages. At this stage we started working on the logo, which is now basically a combo of speech bubbles forming also the letters M D P. Why the speech bubbles? Well, because in every language (I guess) the beginning of a dialogue is always marked by a speech bubble :)

    All in all I can say it is a very crucial point in the life of every freelancer running a business, it's something that will be there with you for at least couple of years (or hopefully even more) so I would suggest everyone to carefully think about a good business name that could work and no to opt for the very first idea that comes to your mind. Write it down, make a list of names and possible combinations, ask friends and relatives what would come into their mind by listening to a brand named XYZ for the first time, pick something easy to remember and even better something easy to be understood. Last but not least: remember always to check if there is any other company around using that name, in your case I think you made the perfect choice by using your surname so people can directly identify you! Good job!

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  2. Hi Matteo,
    thank you very much for your interesting comment on how you decided on your company name and logo. For all the readers, who want to see the end result - check out Matteo's website: https://www.mdpwords.com/de/

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