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Brand name

The strength of a brand is often in the name. There are a different kinds of brand names. Abstraction is what we call an 'umbrella' brand name. We call this an umbrella brand name because there can be a lot hanging underneath.

Abstraction is an Umbrella brand

Umbrella brands do not reveal anything about the 'WHAT', in contrast to names such as 'BURGER KING' or 'ROYAL CARIBBEAN CRUISES'. This ensures that an organization can grow and expand in services without creating confusion. This is also the reason for the fact that 'Games' was taken from the name 'Abstraction Games'.

The term Abstraction

The term 'abstraction' has had a lot of influence on how our brand presents a view outside. Many visual elements from our brand are based on abstract shapes and patterns. These forms and patterns get concrete only when they get meaning.

  • Something detached from physical, or concrete, reality.
  • Based on general ideas rather than on real things and events.
  • Shapes and patterns rather than showing people or things.
  • Gets concrete when given context and meaning.
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