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Branding
Some decisions are easy to miss for online eCommerce. Let us discuss the most important branding decisions for any online artist.

In the long run you will save time with attention to brand and image from the beginning. The intuitive logic and decision is not always the best one. We will here discuss classic pitfalls in the online endeavour.
GOggLE s
Branding
Atelier name, logo, domain name, email are all intertwined and should be sorted together.
Name, domain and mail sticks while logo may change as you develop.
Does atelier name match your brand and products? โ Vertigo for pancakes is not really a great idea is it? Well, for differentiation it could be โฆ
Less is More
- Be creative, unique and stand out.
- Go short and be recognisable.
- Consider symmetry and balance in your visuals.
Logo
Play with logo graphics โ Donโt worry logo is easy to change later, but name sticks.
Does store name match your logo? โ Emphasise in layout, fonts, colour for a unique expression and mood.
Prepare logo:
โ White on transparent
โ Black on transparent.
Cause itโs flexible on coloured backgrounds.
โ White on black
โ Black on white
Cause sometines you do not want see-through
Media Formats
png allows transparent background, hence, flexible on all backgrounds but does not scale as they are bitmaps. You will need more files in respective sizes and configurations you need.
svg also allows transparency and scale with no loss as they are vector graphics. Also they are stylable in colour, opacity etc. but requires know how to function well and are not supported on all platforms
jpg is suitable for images, but does not allow transparency, hence, it cannot be considered a logo format.
Keep your source file safe, such as Photoshop psd or similar. You will want to alter, and you will need alternative sizes and formats.
SLUSH
Naming Strategies
It sticks further down the line for both graphics and domain, so consider:
- Include intuitive wording for better SEO at the expense of originality โ Silicon Valley Hairdresser, Poster Sales, Military Surplus Inc. or โฆ
- Trust in your idea and create a unique and original brand at the expense of intuitive SEO โ Coca Cola, Apple, Inertia, Vertigo, Genesis or โฆ
- Play with words and bad spelling for wow and more availability on domains at the expense of intuitive SEO โ Flickr, Netflix, Blox, Google, Syndrm Medics, WrdPrss
Pitfalls & Don’ts
Pop pit falls are generally considered a short term strategy. Itโs only cool for a little while, itโs not trusted and not taken serious.
Again changing a brand is a massive undertaking
shop4u2cme.com
my-site-is-simply-better.com
PANDA
Online Availability
Is the domain name taken? Check it first and register for reservation, rights, reference, website and [email protected] !
Consider the domain registration your social security number. Itโs the core of your business.
Note:
Less is still moreโฆโฆ.
myfirstnamemiddlenameandlastname@myincrediblycooldomainthatreallydescribesmyenterprise.artist
is not likely to ever receive an email.
Usability
Consider length of domain name and especially email.
Consider drops (q y p g j) and lifts (t i l f h k d b) at the beginning of each word in your url for readability โ anincrediblestorenamethatishardtoread.com vs. businesshustler.com or google.com