ENTERPRISE IDENTITY COUNCIL
The Enterprise Noun Review
Firm, company or conglomerate?
The case for intervention
Firm suggested professional intimacy. Company was considered insufficiently ambitious. Conglomerate performed well with executives and poorly on name badges.
The work undertaken
Nine workstreams reviewed 612 templates. A 24-person council met for 90 minutes every fortnight over three years, consuming 2,808 attendance hours before preparation. Editorial and design work added 1,512 hours. The legal name never changed.
The approved outcome
Company remains the default. Firm is permitted in relationship materials. Conglomerate requires a sentence explaining what is being conglomerated. The decision created three style guides.
What stayed with people
“ONE COMPANY. THREE NOUNS.”
Find the line on a tee in the Company Store.
More matters receiving appropriate attention →