Wednesday, May 14, 2014

Botanical Brouhaha Expert Discussion Panel: Session 42

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                                                                                                                                                     image via Love ‘n Fresh Flowers

The Question:

How did you choose your business name? How did you come up with your logo? Did you design the logo yourself or hire someone else to design it?


The Answers:

I  found myself in business before I even realized it was happening. My work was already known as Holly Heider Chapple Flowers so I stayed with it. I sometimes long for a really cute and fun name, but I do not believe it is a good idea to change the name of a successful business. If I were to start over today, I would have a business name. It is easier to run a business and sell a business that is not associated with any one person.  Other industry experts disagree with this and believe having the artist’s name as the business name is the best way to operate. I have always had someone help me with my logo and my brand. I believe this is an essential part of a successful and healthy business.

-Holly Chapple (Holly Heider Chapple Flowers)

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When I was forming my business, I took some great advice from a mentor and fellow designer who said that for the boutique business that I was creating, using my name was the best way to go.

I opted for a wordmark (designed by a professional) over a logo (which can be pricey). I decided to spend my resources on the wordmark, a simple business card on high quality paper, and a good website with beautiful imagery. You don't necessarily need a logo if you have some of these other elements in place.

-Clare Day (Clare Day Flowers)

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Bella Fiori does have a big significance to me and the path I've taken to get here. The first flower shop I worked for was named Fiori, located in Burlingame, California. I adored my time at Fiori, truly felt passionate about the shop and thankful they gave me a chance. Plus, I like the word 'Fiori'! When I moved to Denver I thought I'd name my business 'Fiori', but that was taken by a shop in Boulder (great shop, btw!). I decided to add on Bella, as my time at Fiori had been beautiful. Plus, Bella Fiori means
Beautiful Flowers. It all made sense to me. I chose a Clematis bloom for my logo, as it is one of my favorite blooms. One of the brides I worked with offered to design a logo for me early on, and I love
the idea that the creator is someone who had chosen to work with me for the flowers for her own wedding.

-Alicia Schwede (Bella Fiori and Flirty Fleurs)

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When I first started my business, I was encouraged to choose a name that would be somewhat timeless, and something that would be easy to "sell" if the time ever came, if someone were interested in buying my business!  Well as time passed, and my personal journey took me through some ups and downs with family, I realized that my business was more than JUST a business venture to me.  It was personal.  I had worked hard at getting where I was, and there was NO way that I'd be able to sell that to anyone, for any amount of money.  Therefore, last fall, I changed my business name from Fleur:ology to Liz Rusnac Floral Design.  I recommend you choose a good one and stick to it, because changing your name after years of publications and recognition can and will hurt you.  But I'm in a place where it doesn't matter to me as much.  Everyone is in a different place.  But on that same note, if you DO ever need to change your business name, for whatever reason, know that it CAN be done.

-Liz Rusnac (Liz Rusnac Floral Design)

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I brainstormed the core of my business - to inspire with flowers. Then I wanted something that sounds good and is easy to relate to flowers. I played and tried a lot with different names and words and in the end I went for Flora Inspiro. Since I studied graphic design I designed the logo myself. But my advice is to leave the logo to a pro. The logo will be the first impression of your business and the symbol for your brand. I've seen way too many home-made logos... 

-Emelie Ekborg (Svenska Blomsterbloggar and Flora Inspiro)

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When I was just starting my business 7 years ago I was told by others in the industry to think carefully about the business name I chose as many regretted the names they had chosen for theirs (too trendy, too long, too obscure). I knew I wanted something short and sweet and something that conveyed a romantic wedding vibe. 'Blush' was a perfect fit. I collaborated with a designer on the logo design, I sketched it and the designer turned it into a digital image. The logo design was inspired by a watercolor painting of a flower that I painted when I was in middle school that is hanging in my parent's living room. I am really happy that I still love both my business name and logo!

-Elisabeth Zemetis (Blush Floral Design)

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Florésie is the combination of the French word "fleur" (flower), "poésie" (poetry) and "hérésie" (heresy). It comes from the early days of the blog, when i started to study flowers as I working as an engineer (hence the heresy...). I figured it out by myself not knowing is would in fact become the name of my design studio two years later. As for the logo, it is a joint effort between my sister (who went to art-school...) and me in an attempt to bring a feminine touch to my car way before Florésie even existed. That said, both the name and logo were created in a non-professional manner, and ... I still love them, and think they reflect what I do.

-Laetitia Mayor (Florésie)

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My wife and original founder of our business (she is currently taking a 3-6 year sabbatical from floristry!) decided on our name Mood Flowers. The thinking was that our business would use flowers to create a mood within a space whether that be a wedding reception, private dining room or office reception. We launched back in 2003 so getting the correct domain name wasn’t too difficult and we registered www.moodflowers.co.uk and www.moodflowers.com at the same time deciding to use the .com domain as our main site. Nowadays if you are thinking of a new business name I think a pre-requisite would be to check the availability of the domain name.

For the first three years we used a very simple logo. We always knew that we wanted a stronger image but didn’t know what we wanted. We also didn’t want to pay for logo design in the early stages of our business. Around eight years ago we approached a design company and asked them to create a logo for us. The brief was bold, floral, with an Oriental twist and pink! They pretty much got it straight away and we were and still are very happy with our logo. It is applied across the business on uniforms, signage, the livery of our vans, care cards, invoices, business cards, brochures, etc.

-Nick Priestly (Mood Flowers)

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Thanks to the whole panel today for your time and advise!


Let’s finish out a fun day with an introduction to Rosegolden Flowers…for those of you who don’t already know and love the artistry of Holly Carlisle…

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Hope your Wednesday is fabulous!

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