If you’ve been reading this blog for the last couple of months, you know about the design agency Co. and the “brand innovation studio” Co:. Both are in New York City; both insist on punctuating their names just so.
Now let’s get to know Co., a fancy pizza restaurant in—you guessed it—New York City.
That’s the Co. logo, but please don’t pronounce it “co.” For one thing, the restaurant’s URL is co-pane.com. For another, the home page and About page instruct us to pronounce “Co.” as “company.”
Here’s a tip: Whenever you have to repeatedly tell your customers how to pronounce your business name, and when you make that pronunciation even less transparent by choosing a counterintuitive logo, you’re asking for trouble.*
In the meantime, I’m more convinced than ever that Co. (the design agency) and Co: (the brand innovation studio) should get together for cocoa. At Co. (the restaurant), of course. Maybe Coco will fly in from Los Angeles, where he’s taping his new late-night show. I’m sure he’d love to get cozy with his cohort.
* Also asking for trouble, according to SFoodie: any restaurant with an exclamation point in its name.