How to Choose a Brand Name and Design a Striking Logo from Day One

1. Why naming and logo matter for startups

For a startup entering the streetwear scene, a brand name and logo are more than cosmetic details - they are the first impression that customers encounter. In such a saturated market, where countless brands compete for attention, a strong identity builds credibility and trust. Studies in branding psychology show that consumers form initial judgments about a brand within 7 seconds of exposure. A name that resonates and a logo that communicates identity can help a small streetwear startup stand out against global giants.

Skipping this step or rushing it often leads to weak branding. Generic names, inconsistent logos, or overcomplicated designs make it harder for customers to remember you, especially when you’re competing against hundreds of Instagram-first brands.

2. Choosing a brand name that resonates

The best brand names are simple, memorable, and tied to your story. A name should be easy to pronounce and short enough to look good on tags, packaging, and social media handles. For a streetwear startup, it also helps to connect the name with cultural roots - whether that’s a city, a movement, or a personal narrative.

Consider these principles:

• Clarity: Avoid names that are too abstract or difficult to spell.

• Cultural Relevance: Draw inspiration from music, art, or local slang that your target audience connects with.

• Scalability: Think long-term. The name should work not only for T-shirts but also for hoodies, caps, and future categories.

• Uniqueness: Check for trademarks and domain availability. Protecting your name early prevents legal issues as you grow.

A powerful example is Only NY, a local New York streetwear brand. The name ties directly to place, pride, and culture, making it easy to recall while being flexible enough for future expansion.

3. Designing a logo that works on blanks

Once the name is clear, the logo becomes the visual anchor. For streetwear, logos must be versatile across different applications - clothing tags, embroidery, digital platforms, and especially blank garments. Whether it’s a bold wordmark or a minimalist symbol, the design should remain recognizable in black and white, large or small, and across different fabrics.

Key considerations:

• Simplicity: Complex logos lose detail on small tags or embroidery.

• Versatility: Test your design on blank T-shirts, hoodies, and accessories. Does it scale well across different surfaces?

• Timelessness: Streetwear is trend-driven, but your logo should feel relevant for years, not months.

• Emotional Impact: A good logo communicates energy, lifestyle, and credibility at a glance.

Some startups fall into the trap of overdesigning logos with too many elements. Instead, look at brands like Stüssy or Supreme - their simple, iconic marks are instantly recognizable worldwide.

4. Bringing it all together for a cohesive identity

A name and logo are not stand-alone assets; they must integrate into a larger brand identity. From packaging and website design to the way your logo sits on a blank hoodie, consistency builds trust. Customers who see the same cohesive identity across platforms are 80% more likely to recognize and return to a brand.

For streetwear startups, this consistency also enhances perceived professionalism. Partnering with suppliers who understand branding - such as those offering relabel services for blanks - ensures that your logo doesn’t just exist digitally but becomes a polished, physical part of the product experience.

Final thoughts

Choosing a name and designing a logo are critical early steps for any streetwear startup. A strong name ties to culture and story, while a well-designed logo ensures that your identity is clear across every blank canvas you print on. By investing time and care in these decisions, you create not just a label, but the foundation of a brand that can grow, resonate, and compete in the global streetwear space.