The lengths that they will go to
We had identical, simultaneous reactions. “Tech Ninja? Huh.” Kind of a goofy name, but it caught our attention.
About one second later…
“Oh wait, it says ‘Tech…tech-NIDGE-ian? Tech-ni-j’YAHN?”
My guess is they were going for the standard pronunciation of “technician,” and used the “j” to make it unique. Y’know, like Mötley Crü, and other double-umlaut band names. But most of all, I bet the misspelling was aimed at getting the domain name.
Unfortunately, what they ended up with is a double-take name that has a confusingly non-proprietary pronunciation (if my assumption is right), a strange spelling, and two out of two people (in our focus group, at least) mistake it for “Tech Ninja” at first read.
And is anyone else getting a little tired of a wrapped Prius being the sign that your brand is hip?
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P.S. – I’m pretty sure that logo was created using the same guidelines I suggested in this post: http://www.semanticargument.com/2009/03/11/how-to-build-a-brand-for-free-part-one/