Naming.

When brands need innovative, insightful thinking around naming, Neon delivers.
We have a proven track record in creating smart, relevant, and registrable names for companies, products, and services across a wide range of sectors.

Our brand naming strategy blends creativity, linguistic precision, and strategic insight — ensuring every name works hard, stands out, and lasts.

Brand campaign by Neon - designed by Dana Robertson - Charity sector branding - Action for children - I'm an Activist for Action for Children campaign - final still from animation

I'm an Activist
for Action for Children

By Dana Robertson Creative Director and Founder of Neon. The Goldsmiths' Company redrawn Coat of Arms, shown using gold foil blocking onto stationery. Highlighting the high quality of detailing applied to each of the elements of the Coat of Arms, all crafted to elegantly interlink with each other – reflecting the new high standard of all Goldsmiths' Company communications outputs, which underpin their new positioning Touchstone. A positioining inspired by the touchstone (an essential tool of the trade for testing alloys) held by the demi-maiden in the Coat of Arms. Part of the new brand identity for The Goldsmiths' Company. The Goldsmiths' Company a Touchstone for the industry. Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Goldsmiths' Company
Brand positioning & identity

E-Sports Nutrition
Brand creation

Naming and branding by Neon Sawhorse Films logo feature image designed by Dana Robertson

Sawhorse Films
Films with cut through

By Dana Robertson Creative Director and Founder of Neon. The Futures Company Signature image by Neon. On January 31 2008, Yankelovich was acquired by WPP and merged with Henley Centre HeadlightVision (an existing WPP group company). Yankelovich was the US’s leading consumer trends and lifestyle research business and Henley Centre Headlight Vision was Europe’s leading consumer trends business, providing global trends intelligence, research and consultancy services. Neon were approached to provide a new brand idea, name and identity for the merged company, along with a brand architecture that could successfully integrate existing sub brands. Inspired by the high ground of serious, grounded yet inspiring future-facing research consulting, the brand idea is Unlocking Futures and the new name is The Futures Company. Idea and design by Neon Design & Branding Consultancy www.neon-creative.com

The Futures Company
Naming, brand positioning & identity

By Dana Robertson Creative Director and Founder of Neon. The Bench café brand identity, signage. As part of Neon's wider involvement in this ground-breaking development, we were asked to name and create the brand identity for The Goldsmiths’ Centre’s new café. The aim was to provide a friendly and inspiring environment in which members of the silversmithing trade, patrons, partners and the visiting public could relax and rub shoulders, helping to forge a flourishing creative community. The name we came up with — The Bench — was a reference to both heritage (the silversmith’s classic workbench) and the informal ambience of the café itself. The Bench café brand identity also celebrated silversmithing heritage, replacing cutlery with classic silversmithing tools – selected from world renowned silversmith Grant MacDonald’s studio. The Bench café brand identity was rolled out on signage, uniforms, crockery, literature, and environmental graphics. – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

The Bench café
Naming & identity

Branding by Neon - Rebels & Renegades self promotion beer cans six pack line up for photographer Neil Stewart designed by Dana Robertson

Photographer Neil Stewart's
Rebels & Renegades

Akin feature image naming and branding by Neon

Akin
The meeting of like minds

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over dune grasses designed by Dana Robertson

Wollens
The law firm that thinks in full colour – but keeps things black & white

Branding and website design by Neon - designed by Dana Robertson - Plague Press logo design for Matt Stuart Street Photographers Publishing House

Plague Press
Matt Stuart

By Dana Robertson Creative Director and Founder of Neon. Neon were commissioned to help name, position and create a brand identity for a significant new development in Bulgaria’s coastal city of Varna. The aim was to provide a significant step up in the quality of design build in Varna whilst also building for a community.The name reflected the desire to create both a vibrant and unified community, marking the development out as something contemporary and different. The brand identity and proposition were based around the notion of ‘bringing colour to life’. This was reflected in the visual style with washes of water colour over laid on rich black and white photography, bringing a sense of energy and humanism to the project.Brand idea: Bringing a splash of colour to Varna. Inspired by the word Vazrazhdane — the district where the development is situated and which means 'renaissance' — the brand idea is Revival. This reflects the re-birth of Bulgaria as well as the qualities associated with living and working at 1Varna: the focus on individual needs; the restoration of physical and mental well-being; and an environment that is easy, liberating, restorative and inspiring. Idea and design by Neon Design & Branding Consultancy www.neon-creative.com

1Varna
Naming, brand positioning & identity

By Dana Robertson Creative Director and Founder of Neon. Quite Early One Morning I Saw The Light brand mark example – demonstrating the breath of the language idea of adding relevant and witty copy to the company name. Part of the naming and identity project for Quite Early One Morning – Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Quite Early One Morning
Naming & brand identity

By Dana Robertson Creative Director and Founder of Neon. Butler & Parker Companion Drivers A Safe Pair of Hands brand mark on car door pick up door open by Neon. Making driving more companionable. Nothing we enjoy more than a start-up with a really fresh new business idea. And this one really seemed to have lot of mileage: the team behind it were planning to launch a “companion driver” service - i.e. just call for a smart liveried car, driven by a friendly fully vetted individual, who will be happy to accompany you and help as necessary, wherever you want to go. The main target audience for the service was affluent older people, who might appreciate being driven to, say, a doctor’s appointment or on a shopping trip, by someone entirely trustworthy and very personable. But the client team also believed that, over time, many other potential users would discover the benefits of the service. First, we needed a name for the new brand. And we set off in search of something that would give the service a dependable and established air. After exploring a good few alternatives, we came up with Butler & Parker: a little bit Downton, a little bit Thunderbirds - and a whole lot upscale and reassuring. From the name, emerged the rather elegant logo graphic: two gloves - a butler’s glove and a chauffeur’s - forming a pair of wings intended to signify the freedom enjoyed by users of the service. And then we went to work on the identity, mostly using understated black and white, to give a discreetly smart but unshowy feel to communications and also the cars themselves, but chucking in a little splash of pink, to keep things interesting. As well as all the stuff you might expect us to have done, like applying the identity to the website and stationery, we also helped the client prepare presentations articulating the potential of the new brand to banks and other potential investors. And, gratifyingly, the feedback we received suggested that the strength and confidence of our work played an important part in helping the Butler & Parker, Companion Drivers secure the funding it was looking for… Idea, art direction and design by Neon Design & Branding Consultancy www.neon-creative.com

Butler & Parker
Naming & brand identity