Jason Fried, CEO of 37signals, discusses the naming process for products, including domain research, trademarks, and logo design. He emphasizes simplicity in names like Basecamp and high-rise, sharing insights on evolving product names and branding logos.
Simplicity in product naming is crucial to avoid strained efforts and convoluted names.
Securing a .com domain and prioritizing name suitability over trademarks are vital for product success.
Deep dives
Product Naming Process and Importance of Simplifying Names
When naming products, the key insight is not to try too hard and avoid overcomplicating the process. It's emphasized that the more effort exerted, the worse the names can become. The approach involves staying open to ideas and allowing names to naturally emerge. For instance, the origin of 'Basecamp' stemmed from the concept of resting during a journey, reflecting the product's purpose. Additionally, favoring two-syllable names and creating relatable names like 'Writeboard' or 'Writebook' play a significant role in product naming strategies.
Considerations for Domain Names and Trademarks
The discussion delves into domain name considerations, highlighting the significance of securing a .com domain. The podcast mentions instances like 'BasecampHQ.com' where the desired domain wasn't initially available but was acquired later. Furthermore, insights on trademarks reveal a balanced approach where priority is placed on finding a suitable name first before navigating trademark issues. The importance of protecting trademarks is underscored, particularly when facing challenges from larger companies with extensive resources.
Logo Design and Rebranding Strategies
Regarding logo design and rebranding, the podcast discusses the evolution of Basecamp's logo and the intention to explore newer, more vibrant designs. The creative process for logo development involves conceptualizing ideas that align with product themes and working collaboratively to refine designs. It emphasizes avoiding prolonged, overly detailed branding guidelines that may hinder creativity. The podcast advocates for maintaining a playful and flexible approach to logo design and branding, focusing on creating logos that reflect company values and resonate with customers.
Product Naming Evolution and Collaborative Decision-Making
Product naming evolution highlights how concepts like 'Exit' transformed into the final product name, 'Once,' reflecting the evolution of ideas over time. The process often involves exploring multiple working titles until a fitting name is chosen. The value of collaborative decision-making in refining product names is emphasized, where team members contribute ideas and perspectives to arrive at a cohesive and resonant naming choice. The narrative reveals the dynamic nature of naming processes and the importance of adaptability in responding to evolving product identities.
In this podcast episode, Kimberly Rhodes talks with Jason Fried, CEO and co-founder of 37signals, about the process of naming products. He discusses practical considerations like domain availability, trademarks, and logo design.
Key Takeaways:
00:28 - The process of naming a product
03:05 - Researching domain names and trademarks
07:14 - The style of a product name
10:04 - The journey from the working title to the official title
