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Furtrieve:

Naming

Project Proposal

Name a new GPS pet tracking business. I had never named a business I was not in sole control of and did not know every single detail of. The name needed to respresent the core values of the business while also conveying we were a pet tracking service.

Result

After much research, thought, staring at a notebook, my laptop, and brainstorming, the name we ended up choosing is “Furtrieve”. A combination of the words “Fur” and “Retrieve”. The name typifies pets are family, friendliness, and pet tracking.

Check it out at furtrieve.com

Naming

Method

Step 1 [Goals]: When I asked my boss what his goals were in naming the new business his answer was things like, “I want it to be pet friendly,” and “I want it to be clear we’re a pet tracking company.”

Step 2 [Research]: I did research into the competion. I wanted to see what sort of names were out there, how many competitors we had, and as I did research I also started to mentally note how mature our competition was as well. This wasn’t particularly applicable to naming, but it was important to note later who our “real” competition was and who was in the “pre-order” stage. Often the “pre-order” businesses will never come to market.

Step 3 [Brainstorming]: With the direction and research from Steps 1 & 2 I proceeded to find as many words I could and separated them into 3 categories: pet words, caring words, and tracking words. Using these word lists I then brainstormed a list of about 40 names in various styles.

You can check out the list here.

Step 4 [Finalizing]: I pitched my favorites to my boss. We had settled on Fursponse for a few weeks, but after asking some family, friends, and strangers to see if they could tell what we were trying to convey with the name, whether it was friendly, and it made sense, we ended up changing it to one of our other favorites.

Step 5 [Decision]: Furtrieve.

 

Furtrieve:

Logo

Project Proposal

Create a logo for Furtrieve, a comprehensive GPS pet tracking business. The logo had to convey our core values and that we were a pet tracking company all at once, similar to the name itself.

Result

The logo went through many revisions and I worked with a coworker on it. He chose the typeface we ended with. The logo typifies our core values: pets are family, friendliness, and pet tracking.

Logo

Method

Step 1 [Research]: I used the list from my naming research to see what sorts of logos were already being used for similar businesses. I had a couple of goals in looking at logos within the same industry we were working in. One, I wanted to avoid making something too similar to something they were using. Two, I wanted to see if there was any sort of commonly accepted design language between logos. If there was we would avoid customer confusion by fitting in. However, I found there wasn’t. Most of the logos I found were relatively unimaginative and even more that that, forgettable. So I knew it was an open playing field.

Step 2 [Brainstorming]: After research I prefer to begin any logo design by sketching. It’s easier for me to brainstorm and sketch out ideas, rather than starting out in a program like Illustrator.

Initial brainstorm sketches

Step 3 [Revisions]: I picked the sketches that most closely fit our brand goals and made them into vectors in Illustrator.

Step 4 [Iteration]: You’ll see an initial version of the final Furtrieve logo above in lime green in the middle. However, it probably took about 10 more revisions after we picked it to get the logo to it’s final version. You can see some of the middle versions of the logo below. My goal in revising was to make it clearer and easier to tell what it was, while also making it a good logo to use at any size we might need.

Step 5 [Finalizing]: As we settled on our final version we a co-worker of mine picked the font for our wordmark, which I think suits our brand well.

You can see the logo being used on furtrieve.com.

Final Furtrieve logomark

Final Furtrieve wordmark