Your business name and logo are usually the first two things a customer notices, and they are hard to change once you have a trade licence, signage and a few hundred customers. It is worth taking the time to choose a business name and logo that work together from the start.
Here is the process we recommend to founders across Dubai and the UAE.
Part 1: choosing your business name
Start with what you want people to feel
Before brainstorming names, write down three words that describe how you want customers to feel about you. Trustworthy, bold, warm, premium, fast. These words become a filter for every name idea.
Brainstorm in different directions
Do not settle on the first idea. Try names in a few styles:
- Descriptive names that say what you do, which are clear but harder to protect
- Evocative names that suggest a feeling or benefit
- Invented names that are completely new words, which are distinctive and easier to register
- Founder or place names with a personal or local story
Aim for a long list of 20 to 30 names, then cut it down to five.
Test your shortlist
For each name on your shortlist, check:
- Pronunciation. Can people say it after hearing it once? Does it work for Arabic and English speakers?
- Meaning. Does it mean anything unfortunate in Arabic, Hindi, Urdu or other languages common in the UAE?
- Availability. Is the trade name available with your licensing authority? Is the domain free? Are the social media handles available?
- Competitors. Is anyone in your industry using something similar?
- Future growth. Will the name still fit if you add new services or expand to other emirates?
Say it on the phone
One quick test: call a friend, say the name and ask them to type it into a search. If they cannot find you, the name is too hard.
Part 2: choosing your logo
Brief your designer with your name’s story
Share why you chose the name, what it means and how you want it to feel. A good designer uses that story to create a logo that adds meaning rather than repeating the name.
Decide what type of logo suits your name
- Short, distinctive names often work well as wordmarks.
- Long or descriptive names may need a strong symbol that can stand alone as an icon.
- Names with a strong image, such as an animal or object, can inspire a symbol, but avoid clichés.
Plan for Arabic from the beginning
Most UAE businesses need an Arabic version for signage and documents. Ask your designer to develop both versions together so they feel balanced. Our Arabic and English logo design service does this as standard.
Review in real situations
Before you approve a logo, ask to see it on a business card, a shop sign, a social media profile and a vehicle or uniform. A logo that only looks good on a white page is not ready.
Bringing name and logo together
The best results come when the name and logo support each other: a playful name with a playful logo, a premium name with a refined logo. If your name is very descriptive, the logo can add personality. If your name is unusual, the logo can make it clearer.
If you are about to name a new business or want a second opinion on your shortlist, our team is happy to help. Get in touch for a free first conversation, or read our branding checklist for new businesses in Dubai.
