I love getting the opportunity to brand products. Capturing the essence of someone’s vision and giving it the perfect name is truly a blessing. Throwing darts at names on a wall is not how the pros do it, and brands are not built overnight. You know when you have the perfect mark, because you would proudly wear it and are excited to talk about it.
Branding myself and designing my mark has definitely been one of the hardest projects I have worked on. It is often easier to think about someone else’s mark than look at yourself and figure out how you want the world to perceive you. Also, since I am creating a mark of my name and who I am, vs. the name of a company, deciding what the mark represents was even more challenging.
Key attributes I wanted in my mark: Accomplished, creative, confident, classy, high integrity, architect, and unique enough to stand the test of time.
Nausika and I played with several combinations, often the designs were modern and similar to what we would expect in today’s flat design culture. Since I always want to be different, that just wasn’t the right direction, so we scratched all those designs. I finally got the idea to look at my Scottish heritage. The McCallum name originates from Scotland and looking at our family crest, I caught the spark that represented what I wanted. A badge of honor that stood the test of time and portrayed the key characteristics of who I am.
Breaking down my mark:
- Latin Phrase: “In Ardua Tendit” which means “He has attempted difficult things.” This summarizes me very well!
- Castle/Rook: Strength to stand the test of time and looking out ahead.
- Crown: My goal to always lead by example. I will happily join you on the front lines anytime.
There is a reason we call it branding, if you wouldn’t want it stamped on you permanently then it isn’t right yet. I had a lot of fun designing my mark and hope that it inspires you to brand yourself!