Shorter is Sweeter
September 2022 — As I explained last month in What’s In a Name, I decided on the name Communication By Design for my company.
But Communication…By…Design is long. So what to do?
Luckily we can shorten it to CXD with the “X” standing for “by” like in math. Multiply 3 by 4 to get 12 is the same as 3 x 4 = 12. Or a “two-by-four” is a piece of lumber with a 2 x 4-inch dimension.
In text, I introduce the acronym at each first-mention: Communication By Design [CXD] and then continue on the screen or page with just CXD. It is quick and easy to say, hear, and spell. Very important: C as in cat, X as in x-ray, D as in dog.
CXD works nicely as a logo, especially with the strong slab-serif “X” to anchor the center, and also as a website URL cxdnyc.com, and instagram.com/cxdnyc.
URL research is, of course, a critical early-step of any naming exercise. At the time, communicationbydesign.com was taken, which was fine given its unwieldy length. Now, I see it listed on GoDaddy for $11,090.
I’ll keep an eye on that!
This post is an entry in Creative Toolbox • Notes from Drydock where we share sneak peeks from behind the scenes of CXD’s own comprehensive overhaul and ongoing brand refresh.