Branding

 

The Research and Development Officer developed the company brand and a marketable name for the product. After discussion and several pitches as to the company name, SynopTech was eventually agreed. By definition, the word ‘synoptic’ refers to something that is succinct, to-the-point, and provides a simple solution. It was felt that this ethos was in line with the group and also in terms of the product that had been designed. The folding bicycle was a simple and easy to use machine, that was neither over-engineered, nor over-complicated. It was designed specifically for commuters, and as a marketing campaign strategy was formed, synoptic thinking would also prevent the product from being over priced. The “Tech” section was added retrospectively as it was thought prudent to emphasise the technological nature of the company.

 

By extension of this company name, the product name was chosen to be simply The Commuter. Once again, this was a simple and minimalistic approach, which makes clear the purpose of the product and also the target market. A wheel has been included in place of the ‘o’ in Commuter to reinforce this company's identity as a bicycle manufacturer. The logos for both SynopTech and The Commuter are illustrated below in the Figure.