Simply put, we have taken our own advice. Changing our name to Enticity represents our growth from a design firm to a strategic brand agency. Our new name is something we can be proud of as we advise our clients on choosing their own company names.
There are many things to consider when naming a business. We are the first to admit we did not know all the do’s and don’ts of name choosing back in 2001 when we called ourselves ICONIC design.
Our Define Before Design® strategic brand process addresses the importance of a company name and we often encourage a name change if it’s standing in the way of our client’s vision. The name ICONIC was standing in the way of our vision. So we took our own advice.
The search was on.
We believed our company name needed to be one word and we wanted it to sound soft, sincere and friendly. Our logo should be something familiar and comfortable looking. It was also necessary to create a word we could easily trademark. We needed to own all our domain names and social media accounts. Most importantly, we wanted our logo to be a simple word mark, reflecting our simplified approach to branding. We knew finding one word to fit all those “wants” would not be an easy task.
And then it came to us.
It came to us one night while binge-watching Ted Talks. Inspired by Erin McKean, founder of Wordnik, we decided to create our own word. (Thank you Erin.)
Our new name is our own.
Enticity is inspired by the word authenticity. This name allows us to be faithful to our internal beliefs, which happen to align with the definition of authenticity. I guess that’s what drew us to this word in the first place.
Taking Erin McKean’s advice, we created our own definition of enticity and submitted it to Wordnik to be added to their dictionary. Whether it ever takes or not, we are proud to hold the name Enticity:
focused passion or inspired decision-making, especially when applied to goal achievement or strategic thinking.
(Winston Churchill’s enticity helped him achieve his goal of motivating wartime Britain; they developed their strategies with enticity to ensure they reached best-fit markets).
Although the name has changed, nothing else has. We are the same passionate group of people crafting meaningful brands that people fall in love with.