Critical Questions 02-09

For Readings: Brand Identity Elements, Phase 2, Phase 3

Phase 2 talks about naming. Is finding a name for a company today that can be legally protected really such a formidable challenge? I have always just been under the impression that a company just chooses a name that sounds good and that represents who they are. I did not realize that choice are limited and names must be judged against positioning goals, performance criteria and availability within a sector. How would a company even go about starting to choose a name if it is 80% political?
Phase 3 talks about typography. It suggests that “limiting the number of fonts that a company uses is cost-effective since licensing fonts is legally required.” Many companies use a few different fonts while others just use one. Is it better to invest in more fonts so that you play around with your designs more and not let your company feel repetitive and boring in the hopes that your company will become successful and the cost of the licenses will be covered by the increased earnings? Or is it safer to stick with one font to save money? Are there axamples of companies who only use one font and that are successful at it?