next naming a business story >

previous naming a company story >

A little light shines in the brand marketing jungle. New York paper adopts a classy brand personality.

NEW YORK, Apr. 10, 2002. Finally, a little light shines in the naming jungle. The New York Sun begins publication, a classy new name in the New York media.

Kudos for avoiding a name like "Xtra" or "The New York Patriot." The Sun is a great old name, not too common these days outside of Miami, very cool for New York City, and certainly the best name of the New York newspaper bunch. Plus, they did a great job on the graphic treatment of the banner, with its 19th century feel complete with steam locomotive and schooner, and the cheerily democratic "it shines for all" tagline.

Wired magazine could use a pinch of such humility to counter their overbearing technohubris. Oh wait, they are getting some: RE-WIRED - With advertising revenue down, seminal tech magazine reinvents itself.