Basics Design: Design Thinking

Client: Betster

Design:Studio AS/

Gavin Ambrose

Design thinking: Inventing

a new word for a brand-

naming exercise

Betster

Selecting a brand name that strikes a chord with the target audience can be

difficult. For this client, many names were considered initially. These were then

reduced via a process of elimination to Betster. Betster is a fabricated word or

neologism, formed using the word ‘bet’ and a user-friendly suffix. The suffix was

chosen as it is one that people are familiar with. For example, performance car

manufacturer Porsche makes a Boxster car and a betting pundit is a tipster. In

this way, the neologism ‘betster’ sounds as though it is a real word. Having a

unique word as a brand name has certain advantages, particularly when it comes

to registering a URL for a web address and the ability to take ownership of a

particular phrase or word.

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Design Thinking

Words and language

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1 2 3 4 5 6 7 8 9 10 OK While every effort has been taken to carry out instruction to customers satisfactionNO RESPONSIBILITY liability will be accepted for errorsCUSTOMERS ARE THEREFORE URGED TO CHECK THOROUGHLY BEFORE

HTS

DALIMHE-DTP^1

Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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