It’s no surprise that name choosing is high on the world’s agenda right now, but for us, it’s nothing to do with the newest royal.
Back in February, Jo Riches Ltd merged with Blue Warthog to form an exciting new consultancy. However, we were missing one crucial element – a name.
For months we wracked our brains; we brainstormed, we ummed, we ahhed. But nothing was quite right. Because, you see, there’s a lot more to choosing your company’s name than you might think.
We looked to other well known companies for inspiration – how had they come up with their names? Like Adolf “Adi” Dassler, could we use our own names to make something as memorable as Adidas became? Or the Hassenfeld Brothers, who started a little company in 1923 which they named Hasbro, after themselves, or even the likes of Sainsbury or Dyson. But we couldn’t settle on a combination we were happy with. And believe us, we tried.
We could look to the world around us: Adobe, for example, was named for Adobe Creek, which ran behind the home of co-founder John Warnock. Acronyms are a common format, often simply representing a core service or product, such as IBM or QVC, or an abbreviation of a longer name HMV, for example, or eBay, which was formed when the company behind it, Echo Bay Technology Group, found another company had already registered echobay.com as a domain name. Related words in other languages are a big source of inspiration for businesses, such as Atari, Kia, Lego, Sony and many more.
There are practicalities to consider – is the web domain name available? Twitter user name? Will people remember it, or be able to spell it? Does it suit what we do? Does it mean something terrible in another language, or have an embarrassing acronym?! One by one every suggestion we made fell by the wayside until, one day, we had a breakthrough.
We were looking out of the window at the beautiful church that lies at the heart of our pretty Cambridgeshire village. And then it hit us. The spire itself, such an iconic symbol – universally recognised, a focal point, a distinctive landmark to stand above the scenery and command attention.
And so, Spirus was born. Because standing out is what we do. We make brands recognised and visible. We understand people, communities, and communication. We stand proud of what we do and who we are. (Plus, the domain name hadn’t been taken yet!)
We like the subtler implications too – “inspire us” for example, as well as wider connections with the spiral, seen as a symbol of life, continuance and growth. It has spiritual connections too, and in the form of the DNA double helix forms the code for life itself.
A name is so much more than just a name – it’s the core of a brand, the first impression it gives the world, and something we all have to be proud of. So here we are: Spirus. A growing team, a growing business, still true to our core values and giving our clients a unique, dedicated and personal service we don’t think they’ll find elsewhere. We hope you like it too.