Catching up again … Great trademarks, in my view, suggest something interesting about the product they’re designating, without telling the consumer exactly what the product is. These two magazine names are among the best I’ve ever seen:
This is King Arthur Flour’s magazine, and I can’t think of a more evocative name to convey the magazine’s mission – to provide baking information and inspiration. SIFT is an example of a mark that, while it is indeed descriptive of a microscopic and discrete aspect of the goods/services identified, nonetheless effectively communicates something evocative about what it identifies, yet without describing what the goods are.
So all hail King Arthur for SIFT!
In a different vein, we have LUCKY PEACH:
What a great magazine name! At best all I can get from the title is that it might have something to do with food; when I look up their website I see a standard food and cooking site. Yet at the same time, any website that runs a feature on the snackability of Trader Joe’s offerings is right up my alley. So as a brand junkie, I can state with confidence that I am far more likely to grab an issue of LUCKY PEACH off the rack at Whole Foods than I am to pick up Real Simple or Bon Appétit.
Don’t get me wrong – as the daughter of a charter subscriber to both New York and Automobile magazines, I understand the value of a descriptive name for a magazine. But sometimes, breaking free from descriptiveness can work for a magazine, I promise!