Feedback Welcome on Rebranding AccelerEyes
So, one of the great things about maintaining this blog is the opportunity to solicit input from you. This is one of those times.
Yesterday I wrote about how AccelerEyes is in a difficult situation of maintaining a company name and logo that are different than our product name and logo. We want to simplify.
We are seriously considering eliminating the AccelerEyes logo and reducing our usage of the name “AccelerEyes” to only legal contracts. In it’s place, we would promote the ArrayFire name and logo. We would become ArrayFire. We would sell ArrayFire. Everything we do would be as ArrayFire.
AccelerEyes combines the prefix Acceler, used to denote speed, and the root of Eyes, used to denote visualizations. ArrayFire combines the prefix Array, used to denote the array-based nature of the product, and the root Fire, used to denote the scorching speed.
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Here are the pros and cons of the potential decision to rebrand.
The Pros
AccelerEyes is more difficult to know how to spell and pronounce than ArrayFire. For example, some people pronounce it “AcceleReyes” which always cracks me up because I want to agree that we are the “kings” of acceleration.
AccelerEyes has 4 syllables, while ArrayFire has 3. AccelerEyes also has 4 “e” letters… yikes!
We like the ArrayFire logo better than the AccelerEyes logo. The ArrayFire logo can be used in standalone symbol mode without the letters; the AccelerEyes logo always requires the letters.
We own the domains and social handles for both names, so that’s not a consideration.
The coupling of the rebranding with a new website and a new major version (2.0) of our product could be very refreshing.
The Cons
The main con is the inertia of the AccelerEyes name and logo recognition. We believe this is mitigated because we will be able to smoothly redirect web traffic from accelereyes.com to arrayfire.com. We will also put a small “Made by AccelerEyes” notice at the bottom of all our arrayfire.com pages similar to how The Rocket Science Group does this on the MailChimp site.
Switching the market from referring to us as “AccelerEyes” to instead referring to us as “ArrayFire” might be confusing for some time (even up to 2 years is my guess) before it takes firm root. I doubt the confusion would result in loss of sales if we are careful and meticulous about the details of the transition.
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We are still in the middle of evaluating this move. Any feedback you have (especially those in our market) would be very valuable. Feel free to leave comments below or send me an email.
What are your thoughts on our rebranding considerations?