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    Course · Brand Identity trackFramework

    Naming Architecture

    How product, feature and sub-brand names relate to the master brand.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Naming Sprint
    Brief · 100 candidates · shortlist · stress test.
    Brand Villain Naming
    Name the enemy you fight in one sentence.
    Brainstorm
    Grid of sticky notes to fill in.
    2×2 Matrix
    Plot ideas on two axes (Impact vs Effort).
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    Identity Strategy
    The visual strategy that translates positioning and personality into a coherent system.
    Logo Strategy
    Wordmark, lettermark, pictorial, abstract — pick the logo type that matches the brand job.
    Color Strategy
    Choose a palette that signals personality, contrasts against the category and works accessibly.
    Typography
    Type pairings that carry voice at every size — display, body, UI, code.