THE NAME GAME.

What's in a name?

I have said for many years that Brisbane is way behind Sydney and Melbourne in the name game. What name game you ask? The very important game of..................naming a business.

As we know, Brisbane is behind our southern sisters when it comes to abundant, top quality venue's, and although little stars shine brightly out there, supernova's have'nt been spotted for a long time.

Now appearance is everything, and by the looks of some, not much thought or money goes into the creative side, and because of this they usually crash and burn. I'm not saying this does'nt happen in Sydney or Melbourne, but alot more venues survive there due to constant revamp and promotion. Hospitality venue's that exude charisma with it's interior, staff and product usually stick around alot longer. Trends exist, not only in fashion, but in social destinations.

Here in Brisbane we seem to excell on being mediocre. Half baked idea's done on the cheap to look expensive, and although popular, will sooner or later lose their lustre. For fickle reason's, I've always thought a good venue should be given a good name. Something original, cutting edge and not try-hard. There are some which are good, and there are some that are bad, and then there are some that are downright ugly. A name is something people are going to associate you with. A name is everything.

There are cafe's and restaurants, bars and clubs with names that although may mean something heartfelt to their owner, are nothing more then forgettable embarrasments. Where's the creativity in this town? I know it's out there.

I hope as time progresses, proprietors knuckle down and realise that concocting the perfect name for their business is just as important as the wine they sell or clothes they stock. I also hope they hire a good graphic designer to do all the harder work for them, because even a good name requires good embellishment.

Another thing done exceedingly well here is the 'Buy Up'. People buying exsisting businesses, keeping the name, but slowly morphing it into something completely different, therefore destroying the reason why it was popular in the first place, eg: Burgerurge. Note: The appearance of a business reflects the product.

Petty, I know, but I've always felt this way, the name of a business is huge in my books, just like the cover of a book or a magazine......I have to be drawn in. It's hilarious when people give their outlet a name in french (thinking it's cool), but have no idea the english translation is so much better!

In saying all this, not only does a name go along way, but so does an interior, so look out for the incredibly tacky ZURI opening in October, as well as the over-exposed and over-ugly CLOUDLAND coming in 2009.

For good graphic design, go to http://www.entica.com.au/
For good names, go anywhere else in the world.