Do name and image present the intended tone for its audience?
Are style and impact appropriate to the mission?
Where are we leading our audience on an emotional level?
Is the name inviting, inclusive, and genuine?
Do the visual identity elements (name and imagery)
align with the overall vision of the organization?
Are we communicating quickly and effectively with our brand?
Is out first impression on-point and clearly understood?
What are we asking audiences to do?
Are they engaging in our resources and progressing further?
Great institutional names are their own ads
Successful names are an immediate differentiator from more common terms
Emotional connections are sparked at first read / view
One or two words are all audiences can retain
Sets the stage for a memorable visual system - viewers will naturally
make the leap to related visuals if they are surprising, clever, or emotive