CHAPTER 2

COMPANY IDENTITY

Deciding on the Company Name

suara sepele
It may sound too trivial but we need to give our business a name. And it might be
one of the most important decision you make in your business. The name of your business
dahsyat dampak
has a tremendous impact on how customers and
di seluruh dunia
investors see you, and in today’s small world, it’s a world-wide decision.
Right or wrong, the name you choose, or don’t choose, tells about your business. Here are
some tips to create a business / company name.
1. Unique and Unforgettable
melekat
The business name which is unique and unforgettable sticks to the minds of people.
kerumunan menarik mudah diingat
The “sticky” name will stand out from the crowd because it is catchy and memorable. This is
a challenge; moreover, from time to time trends change.

What is the right name for my business?

Black Star? White Star? Blue Star?

3. Easy to Pronounce and Remember

Make your business name one that customers can pronounce and
lewati akronim
remember easily. Skip the acronyms, which mean nothing to most people. When choosing an
identity for a company or a product, choose simple and straight forward names. Some
milik
company names have become so famous that their names belong to many people in the
world. Then they use it as verbs, for example, “Google” and “Xerox” in sentences below:
“You can google it, if you can’t find in the dictionary.”
“After you print the report, xerox it.”

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4. Simple
semakin pendek panjangnya, semakin baik membatasi suku kata
The shorter in length, the better. Limit it to two syllables. K-Mart, a famous chain store
in US, is quite simple. It takes “K” from the initial of its founder, Kresge (Sebastian S. Kresge).
kurir pendiri
DHL, an international courier business, is the last initials of its founders Dalsey,
Hillblom, and Lynn (Adrian Dasley, Larry Hillblom, and Robert Lynn). It is similar to AT&T,
singkatan dari
which stands for American Telephone and Telegraph.

5. Not a Copyrighted Name / Brand

tujuan hukum
For legal purposes, avoid the same name with available business in your area,
ketersediaan
country, even in other country, and in the internet. So check the availability of the name you
choose.
After the company name, there is usually a typical abbreviation showing the type of
company business. Here are some examples:
Ltd (Limited) — commonly used in UK, US, South Africa, Ireland
PT (Perusahaan Terbatas) — Indonesia
Tbk (Terbuka) — Indonesia
Pte (Private) — Singapore
Pty (Proprietary) — Australia, South Africa
Inc (Incorporated) — United States of America
CV (Commanditaine Vennootschap) — Netherlands
LLC (Limited Liability Company) — Middle East
plc (Public Limited Company) — United Kingdom

Exercise 2.1: Comprehension Questions

Unique and Unforgettable
1. Translate the underlined words in the text into Bahasa Indonesia. Easy to Pronounce and Remember
Simple
2. Mention five tips of deciding on a company name. Not a Copyrighted Name / Brand
3. Some brands are very famous and become words like “Google” and “Xerox”. Find
other similar examples and explain what their meanings are. milik

4. Mention five famous company names that are taken from initials like DHL and AT&T.
5. If you have a company, what name are you going to use / make. Please pay attention
to the type of your business and product.

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Exercise 2.2: Company Names
Give your three simple comments in the form of a word or two for the company
names in the column.
No. Company Name Comment 1 Comment 2 Comment 3
Unique Easy to remember Creative
Yahoo! Exclamation simple New word
1 Google
2 Facebook
3 Amazon
4 Makmur Jaya
5 Traveloka
6 Sharp

8 Hello Kitty

Exercise 2.3: Deciding the Company Names

Form a group 5 or 6. Your group members are the founders of a new company. Work
together to decide the type of company, business and products, and then decide an
appropriate name for your company.

Image: condenastore.com

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Writing Address
In English speaking countries, the addresses are often written in abbreviated forms.
Here are some examples of them:
Abbreviation Street Types Abbreviation Street Types
Ave Avenue Hwy Highway
Bvd Boulevard Jnc Junction
Cres Crescent Lane Lane
Dr Drive Pl Place
Esp Esplanage Rd Road
Sq Square St Street
Tce Terrace Sbwy Subway
Wkwy Walkway Upas Underpass
Fwy Freeway Bdg Bridge

And please see the example of the address writing on the following page. Compare it
with our country style. Identify the difference.
English Country Address Indonesian Address
Benley Craft Pty Politeknik Negeri Malang
321 Roseboom St Jl. Soekarno Hatta No. 9
MELBOURNE Vic 3000 Malang
Wrong Address Writing:
English Country Address Indonesian Address
Benley Craft Pty Politeknik Negeri Malang
Street Roseboom 321 9 Soekarno Hatta Street
MELBOURNE Vic 3000 Malang

COMPANY LOGO

asal kebanggaan
A logo is a mark that describes origin, identity, pride, vision, hope, or ownership. A
logo has the objective of being recognized. A right logo design can strengthen the company
brand image and give advantages. Studying the logos we see on media and in shopping areas,
we can find their characteristics.

SYMBOL OR ICON
This type of logo represents the company in a simple but strong manner. In most cases,
the image is abstract and stylized to give visual interest. Most companies that use this type of
logo will have a very simple main logo, but may modify alternative versions. The human mind
can easily remember a simple form much easier than a complex one. It’s best to use a simple

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symbol or icon if you plan on building a large business. You probably recognize symbol logos
like Apple, Shell and Mercedes-Benz.

WORD MARK
These are uniquely styled text logos that spell out the company or brand name. Some
examples include Facebook, Disney and Sony.

LETTER MARK
The lettermark style uses a symbol representing the company through the use of its
initials or the brands first letter. Many companies choose to use this type

of logo because their initials can better graphically illustrate the company better than the full
name. Some companies and organizations that use lettermarks include Hewlett-Packard,
Chanel and General Electric.

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COMBINATION MARK
These logos combine a wordmark and a symbol or icon to give the flexibility for the
use of either or both elements. One famous example is Adidas.

EMBLEM
An emblem logo puts the company name within the design. Some examples include
Starbucks and Harley-Davidson Motorcycles.

Exercise 2.3: Comprehension Questions

1. Translate the underlined words into bahasa Indonesia.
2. What do you think about the following logos? Identify them based on the
classification in the text.

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 CHANEL

WWF

THE MEANING BEHIND COMPANY LOGOS

For ordinary people, company logos are just symbols of identification to be different
from others. However, some logos have meanings in them. The following are discussions about
the company logo meanings.

In the Amazon’s logo there is an arrow that looks like a smiling face. The arrow starts from
letter A and ends in letter Z. It means that Amazon retails a wide range of items.

15
The idea of Apple logo comes from the story of Adam and Eve. The bitten apple represents the
fruit from the “Tree of Knowledge”.

When we look closely at the space between E and X, it shows an arrow pointing forward. It
represents moving forward toward the future.

The points of the star represent the Mercedes company domination over the land, sea, and air.

The Volkswagen logo is very simple. It is the letter art of V (Volks) and W (Wagen). Volks
means “folks” and Wagen means “car”.

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Similar to FedEx, this Yoga Australia logo “hides” Australian continent between the woman’s
raised leg and back.

Toyota logo consists of three ellipses. Each ellipse represents a heart. They are the heart of the
customer, the heart of the product, and the heart of technological progress.
(Simpilified from http://wonderfulengineering.com/10-famous-logos-that-have-a-hidden-meaning/ and
http://stocklogos.com/topic/fantastic-logos-hidden-meaning)
Exercise 2.4: Homework
Check in the internet for the meanings of the following six company logos. Explain to
your friends each of the company logos below.

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 MEANINGS OF COLORS IN COMPANY LOGO
Related to your task of making your own company logo, this article is helpful for your logo
design.

According to research complied by web design and marketing company WebPageFX,

people make a subconscious judgment about a product in less than 90 seconds of viewing, and
a majority of these people make judgments based on color alone. In fact, almost 85% of
consumers state that color as the primary reason they buy a particular product, and 80% of
people believe color encourages people to stick to particular product, and 80% of people
believe color increases brand recognition. Based on the research these are the findings about
each main color:

RED
Red is often associated with the heat of sun and fire and is considered a high-arousal
color, often stimulating people to take risks. Red has also been shown to stimulate the senses
and raise blood pressure, and it may arouse feelings of power, energy, passion, love,
aggression, or danger.

YELLOW
Yellow is often associated with the heat of sun and fire and is considered a high-arousal
color. It may stimulate feelings of optimism and hope.

BLUE
Blue is often associated with the coolness of the sea and sky. It has been shown to calm
the senses and lower blood pressure. It may stimulate feelings of trust, security, order, and
cleanliness.

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 ORANGE
Orange is often associated with the heat of sun and fire and is considered a high-arousal
color. It may stimulate feelings of energy, balance, and warmth.

GREEN
Green is often associated with the coolness of leaves. People often associate it with
nature, health, good luck, and jealousy.

PURPLE
Purple is generally considered a low-arousal color. It may stimulate feelings of
spirituality, mystery, royalty, or arrogance.

(Adapted from What Your Logo’s Color Says about Your Company (Infographic) by Rachel Gillet)

Exercise 2.5: Comprehension Questions

1. Translate the underlined words in the text into bahasa Indonesia.
2. What is your opinion about WebPageFX’s research on logo colors?
3. When you want to show spirit in your logo, what color will you choose?
4. The research on colors did not study color WHITE. In your opinion, what does color
WHITE mean in a logo?
5. The research on colors did not study color BLACK. In your opinion, what does color
BLACK mean in a logo?

Exercise 2.6: Creating the Company Logo with Its Meaning

With your group members you have formed now work together to decide the logo of
your company. There must be a meaning behind your logo.

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 Image: pngfuel.com

COMPANY MOTTO/SLOGAN
What Is a Business Motto?

“Let’s get the feeling”.

“The power of dreams”.
“Connecting people”.
“City never sleeps”.

Those phrases storm radio, billboards, and TV screens many times in a day all week
long. Those are slogans that are used by the companies to promote their products and their
images. A business slogan or motto is not just a set of words but it is also an important symbol
of a company. A motto is a short statement that gives the company recognition publicly.
Catchy motto will retain in public mind strongly.
For employees, it is the company purpose and culture. It should inspire staff to behave
in ways that support the company operation. And expectedly it can make the employees take
pride in working for the company. Can you imagine if the company has a very plain and
uninspirational motto like “Nothing special” or “We are just ordinary bakery”?. Those mottos
sound modest and humble, but it does not give any encourgament for the employees and
prospective customers.

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 For customers, motto is an expression of value that the company creates in its business
practices. A motto can also brand a company. It can be seen from the following:

The motto above does not only promote the quality but also promote the improvement
of daily life quality. The motto seems to tell that good food causes good life. It suggests that
the customers concern not only with good product but also good life style.
Exercise 2.6: Comprehension Questions
1. Translate the underlined words into bahasa Indonesia.
2. Why are mottos important?

Exercise 2.7: (for Homework) Company Motto, Slogan, Tagline

Below are a set of company mottos, slogans, and/or taglines. Match them to the right
column containing company names. To do it faster, browse in the net.
For examples:
1. Finger lickin’ good! KFC
2. Let your fingers do the walking Yellow Pages

No. Motto/Slogan/Tagline No. Company

1 Fly the friendly skies 1 Adobe
2 It just tastes better 2 AIG
3 It keeps going, and going, and going 3 American Airlines
4 A diamond is forever 4 American Express
5 Always low prices 5 Apple
6 American by birth. Rebel by choice 6 Audi
7 At the heart of the image 7 BMW
8 Because I’m worth it 8 British Airways
9 Better by Adobe 9 Burger King
10 Better snacking 10 Calvin Klein
11 Between love and madness lies obsession 11 Camel
12 Choose freedom 12 CNN
13 CocaCola refreshes you best 13 CocaCola
14 Come to Marlboro Country 14 DeBeers
15 Connecting people 15 Dell Computer
16 Don’t leave home without it 16 DHL
17 Easy as Dell 17 Disneyland

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18 Enjoy the ride 18 Dunkin Donuts
19 Fair and balanced 19 eBay
20 For life 20 Electrolux
21 Free enterprise with every issue 21 Energizer Batteries
22 Get a piece of the rock 22 FedEx
23 Get the feeling 23 Fox News
24 How well do you share? 24 General Electric
25 I’d walk a mile for a camel 25 Gillette
26 I’m lovin’ it 26 Harley Davidson
27 Intel Inside 27 Hewlett Packard
28 Invent 28 Holiday Inn
29 It gives you wings 29 Honda
30 It’s everywhere you want to be 30 IBM
31 Just do it 31 Intel
32 Lucky Strike means fine tobacco 32 Jaguar
33 Must see TV 33 Kodak
34 Never follow 34 L’Oréal
35 Nothing sucks like an Electrolux 35 Lucky Strike
36 Obey your thirst 36 Marlboro
37 Passion for the road 37 Mazda
38 Pleasing people the world over 38 McDonald’s
39 Share moments Share life 39 Microsoft
40 Slightly ahead of its time 40 Mitsubishi Motors
41 Solutions for a small planet 41 NBC
42 Something special in the air 42 Nike
43 The art of performance 43 Nikon
44 The best a man can get 44 Nissan
45 The best kept automotive secret in America 45 Nokia
46 The fun develops instantly 46 Panasonic
47 The happiest place on earth 47 Pepsi
48 The most trusted name in news 48 Peugeot
49 The power of dreams 49 Polaroid
50 The taste of a new generation 50 Prudential
51 The ultimate driving machine 51 Redbull
52 The way to fly 52 Ricoh
53 The world on time 53 Sprite
54 The world’s online marketplace 54 Sunkist
55 Think different 55 The Economist
56 Think small 56 Toshiba
57 Time to make the doughnuts 57 Toyota
58 Wake up and drive 58 United Airlines
59 We bring good things to life 59 VISA

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 60 We know money 60 Volkswagen
61 We move the world 61 Volvo
62 We’re moving beyond documents 62 WalMart
63 Western Airlines the only way to fly 63 Wendy’s
64 Where’s the beef? 64 Western Airlines
65 Your potential Our passion 65 Xerox

Exercise 2.8: Speaking Practice/Quiz

Find two mottos from two different companies of the same business line (for example,
Blackberry and Samsung, Yamaha and Honda, and Nike and Adidas). Print them on an A4
paper.
Explain their meanings and tell which one you prefer with your reasons. You can tell
your comparisons in the form of groups of two through casual conversation in front of your
lecturer.

Adidas Nike
“Impossible is nothing” “Just do it”

Exercise 2.9: Creating Company Logo

With your group members you have formed now work together to decide the motto of
your company or your products.

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