Something Bugging You?

If you care about your brand, we certainly hope something’s bugging you. We’re talking about “bug,” as in the memorable component of your logo or logotype.

If it’s good, your bug is has become a visual nickname for your organization or brand. For employees, channel partners, or loyal customers, that image immediately promotes preference or even affection. Consider the bug in the logo imprinted on this gym bag:

It’s the once-Fortune 250 company called Reliance Electric, manufacturer of the kind of industrial products (electric motors, controls, and bearings) that create modern manufacturing magic. And Reliance’s bug (the “r” with the rhombus below) has a great nickname.

The “Drippy Faucet.” Take a look – you get it, right?

You might think it’s derogatory to associate a high-technology brand with defective plumbing. But my experience with that brand and others is like the nickname you call a best friend.

Quick, familiar, comfortable. And if you’re fortunate enough to create a visual identity that includes a bug that’s fit to grace coffee mugs, shirts, the favicon element of a website while it earns a fun nickname, good for you. You’ve designed something memorable for a brand that has followers who care.

Here’s a bug from a complete visual identity we created recently—the full logotype on top, and the bug on the bottom. The East Providence, Rhode Island-based firm Evan Capacitor Company creates high-performance electronics for aerospace and other high-tech applications.

And the cool nickname of Evans’ bug?  “JetStar,” of course. Congrats to Act 3’s Ron Hill for creating and extending the use of the Jetstar. This a comfortable bug to be around. 

Anything bugging you? If you know of any other fun nicknames for corporate logotypes or bugs (maybe yours?), let us know and we’ll include them in a future post. 

Latest Posts

Saints Marching In

Saints Marching In

Evoking the Creole classic, the triumphant, trumpet heavy “When the Saints Go Marching In” is the revered anthem for the city of New Orleans. How appropriate to invoke that song as scary Halloween transitions to All Saints Day then All Souls Day, and Act 3 reflects on its work in helping some “Saints.”

From Woodstock to the Supreme Court

From Woodstock to the Supreme Court

Terry Gilbert has been an activist and an attorney through fifty years of trying times. From aiding Native Americans at Wounded Knee when he was fresh out of law school, to filing one of the earliest cases in the Chief Wahoo controversy…

Learning through failure

Learning through failure

We’ve been involved in all seven of the Literacy Cooperative’s spelling bee as advisors, producer of video reels, producer of two innovative virtual spelling bees (necessitated by the pandemic), and in 2022, as a contestant. Words are pronounced by the great broadcast...