Your name determines logo possibilities. "Google" = 6 colorful letters, iconic. "A" = single letter, boring. Long names force acronyms. Short names offer flexibility. Choose name with visual identity in mind.
Letter Count Matters
3-6 letters = ideal for wordmark logos. "Nike" (4), "Apple" (5), "Amazon" (6). Full word fits cleanly in square/rectangular logo. Readable at small sizes (favicon, app icon).
10+ letters = forced acronym or tiny text. "International Business Machines" became "IBM." Long name forces abbreviation. Better to start with short name.
Letter Shapes
Symmetrical letters = balanced logos. "TACO" (vertical symmetry). Asymmetrical = dynamic. "Google" (varied shapes create energy). All caps = strong, serious. Lower case = friendly, approachable.
Avoid: All ascenders/descenders. "fghijklpqy" = unbalanced logo (all letters tall or drop below). Mix heights for visual balance. "Apple" = mix of shapes.
The Monogram Test
First letter becomes app icon/favicon. "F" for Facebook (works). "M" for McDonald's (golden arches abstraction works). "Q" for Quiznos (fails - unmemorable).
Pick name with strong first letter if single-letter icon likely. "A" = overused (Apple, Amazon, Adobe, Airbnb). "Q," "X," "Z" = distinctive but harder to design around.
Positive/Negative Space
Letters with holes create opportunities. "O," "B," "P," "R" = negative space for creative marks. FedEx arrow (E-x gap), Amazon smile (A-Z arrow). Internal space = design canvas.
All closed letters ("MAIN") = limited negative space opportunities. Letters like "O," "A," "B" give designers more to work with. "Beats" (b has hole) vs "Nike" (no holes) = different design approaches.
Font licensing trap: Custom logotype requires font license. Some fonts prohibit logo use. Pick name, verify font availability before committing. Rebranding because font license restricts logo = $50K mistake.
Alliteration and Repetition
Repeated letters = visual rhythm. "Coca-Cola" (C-C repetition), "PayPal" (P-P, a-a), "Best Buy" (B-B). Repetition creates visual pattern, aids memory. Logo design reinforces repetition.
Works for: Rhythmic brands (Dunkin' Donuts), playful brands (Kit Kat). Doesn't work for: Serious B2B (repeated letters feel less professional). Match style to audience.
Vertical vs Horizontal
Short names = work vertical or horizontal. "Uber" logo works stacked or inline. Long names = horizontal only. "Berkshire Hathaway" can't stack in square - too many letters.
Mobile app icons = square. If name doesn't fit in square, you're using acronym or symbol. "Instagram" fits in square vertically. "Entertainment Software Association" doesn't = forced to "ESA."
The Favicon Test
Shrink name to 16x16 pixels. Readable? "Uber" = yes. "Squarespace" = no (too many letters blur together). Favicon appears in browser tabs - name must work at tiny size or use icon only.
Test before finalizing name. Load "YourNameHere.com" in browser, check tab. Letters clear? Good name. Blob of pixels? Too long or complex.
Color and Contrast
Simple names = bold colors work. "Target" (single word, bright red). Complex names = neutral colors (too much visual noise). "Berkshire Hathaway" uses simple black - name complexity requires color simplicity.
Letter shapes affect color choice. Rounded letters (Google, eBay) = playful colors. Angular letters (IBM, Microsoft) = serious colors. Name structure guides color palette.
Acronym Readability
If acronym likely, check letter combo. "International Business Machines" = IBM (clean, pronounceable). "Kevin's Fantastic Chicken" = KFC (works). "Fast Retail Trading" = FRT (unpronounceable, fails).
Vowel placement matters. "USA," "IBM," "HBO" = easy to say. "BPT," "XKCD" = harder. If acronym has no vowels, reconsider name components. "Reddit" > "RDT."
Cultural Symbols
Some letters have cultural weight. "M" = McDonald's golden arches (owns the letter in fast food). Choosing name with "M" in fast food? You're fighting McDonald's visual equity. Pick different letter.
Category leaders own letters: "F" = Facebook (social), "A" = Amazon (ecommerce), "G" = Google (search). Differentiate by choosing under-utilized letters in your category.
Trademark Lens evaluates name-logo fit by analyzing letter aesthetics, monogram strength, favicon readability, and visual balance against 10,000+ successful global brands - showing you if your name will translate to strong visual identity before you invest in logo design.