Case Study


In 1989, I named my computer game business ‘Impression’. I felt that it was a good name, in a pretty vague sort of way. While the business thrived, my staff and I often felt in later years that the name was a hindrance. It was a bit soft, which didn’t suit the very young male customer base, and didn’t actually mean anything.


We never really defined the front of the logo, which varied occasionally. This never hugely mattered, but I believed this vagueness restricted the brand strength.

When I came to launch my second business, I wanted a logo which would be more striking. I also had plans for several divisions of the business and therefore wanted a name and logo that was versatile.


I decided that animals, fruits and colours were strong topicsto find inspiration. There have been two highly successful businesses named Apple, while the other fruit has also been used to good effect. There are plenty of animals that make you think of speed and strength; colours too, have been used extensively in different products.

I went through many options, and found what was available and what else existed. We toyed with Gazelle, which some countries means fast-growing business-until we discovered that was a Canadian lesbian website. I also liked slightly unusual fruit such as Mango (now a women’s clothing business).


I had learned along the way that red is one of the strongest colours for logos and thought about all sorts of variants, such as vermillion, scarlet, and eventually crimsom.

When I came to Crimson it passed all the test we set it. It was unusual in a business context, and therefore memorable. It also lent itself very easily to a logo.

We decided to go with it, and I’m pleased to say that I think it has worked. We use it in all sorts of ways online, in print and at exhibitions, and it has worked well for all of them.



1) Choose a name that will help your business get started.

2) Check you’re allowed to use it.

3) Register a domain name.

4) Consider registering a trademark.


Starting your own businessFrom the book; Starting Your Own Business (The Good, The Bad, and The Unexpected) By David Lester.


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