The digital revolution motivated many brands to take the decision to cut parts of their naming in order to have their names and logos look good on multiple platforms, including mobile. If we start categorizing the different topics on brand names, we must definitely set a special place for the brands who shortened their names. You can learn some things from them, especially if you’re planning to shorten the name of your own brand.
Recently another big brand joined the rows of those who made a major change in its name. In case you missed it – Dunkin’ Donuts is now experimenting with the dropping of the second word in its name and on selected spots is branded just as “Dunkin’”. In the official statement of the brand is pointed: “While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as Dunkin’’’.
Apple Computer became just Apple in 2007
Only a decade ago Apple was a brand with a bit longer name – Apple Computer. The company’s main focus was on computers but around 2007 Steve Jobs got the idea that the company’s name should reflect the broad range of mobile and other products the brand has to offer. Back in the day his words were: “The Mac, iPod, Apple TV and iPhone. Only one of those is a computer. So we’re changing the name.”
Huffington Post = HuffPost (2017)
Huffington Post is a media is a popular media channel that for the first time since its launch in 2005 is changing name. Or to be more exact – shortening it. As of 2017 Huffington post is now just HuffPost. The chief executive of HuffPost says: “Today, we make a decided leap into our future. The rebrand and relaunch of our products symbolises our commitment to continually evolve to help our audiences connect with a world that is changing rapidly around them.”