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August 28, 2007

Company Naming Trends: Bubble Trouble

What do the names "LifeLogger," "Cluztr," "Videoegg," "Opinity," and "Razz" have in common?

Their logos.

Earlier this month, Trevor Elliott at the Eachday blog collected the logos of dozens of companies, most of which fall into the appropriately nebulous category of Web 2.0.

Cluztr.gifWhat all the logos have in common is a speech bubble, and what better symbol could there be for the age of conversation?

John Moore at Brand Autopsy described it as "the real Web 2.0 bubble."

Just as many hip emerging companies use numbers and punctuation marks to replace letters, these companies are using the speech bubble to extend the alphabet.

razz.gifThe name "Razz" doesn't tell you much about what the company does, but if you put a speech bubble around it, then it's clear that it's something to do with talking.

Elliott takes the "enough already!" approach, believing that the speech-bubble logo has been overused along with the lowercase "i" prefix. It certainly does seem to have reached a saturation point, and there's a good argument to be made that using it shows a lack of imagination.

People know what it means. So I doubt we've seen the last of it by any stretch.

Who knows? It could start showing up on keyboards as an extra character, and the US Patent and Trademark Office might have to create a new code just for that shape.

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Posted by Diane Prange at August 28, 2007 9:42 AM
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