A little word play in a brand name can work very well, such as when the moniker is used to form sentences, like this one for Believe in.
Business card photo courtesy of Simon Manchipp from SomeOne.
Or where the name can flex into different words.
Or on a slight logo tangent, when a symbol/monogram can be expanded like this.
Proud is another example. “Our goal is to create work that makes our clients and everyone at the studio proud.”
Or what about having your next creative project designed by good people?
Even the much-maligned UAL identity holds some of that flexibility.
Just something I was thinking about.
Update: 07 February 2013
Michael Johnson wrote a relevant piece for Creative Review.
What’s in a name? Just about everything.