Below is the summary from our focus group used for name selection. The logo needs to visually represent the below:
There were two major associative themes with this brand. Firstly, there was a very strong connection between the words “Atlas” and “Global.” People believed that the name Atlas indicated a big firm that had a global presence and was large enough to be trusted and profitable. The second major associative theme was the mythology of Atlas, the Titan forever condemned to hold up the Earth (heavens in the true myth). To the respondents this mythological association symbolized a firm that is very ‘Strong’ and is expected to last for a very long time, and one that is to be trusted with investments. Some also indicated the ease of the name as a positive factor, while some indicated that the name seemed very natural and not contrived.