What is the 'John Doe' of company names and logos?


I need to communicate a instruction about a technique converting a company name into a logo. I don't want to show real world examples. Because it needs to be obvious that the person following the instruction can do the same to his company name and logo.

I'm searching for a placeholder like 'John Doe', 'www.example.tld', ' Timbuktu', 'foo', 'bar' but than for a company name. This placeholder name will also be displayed in the instruction as logo (symbol). There has to be a strong relation between the placeholder (string) and logo (symbol).

I'm looking for a fictional company name that will trigger strong visual associations.

4/22/2014 7:33:00 AM

Accepted Answer

As in my comment, I do not think I entirely understand you Q, but what you are after are names for fictional companies that have a strong visual impact.

Strong relation between the fictional name and logo? That is what logo design is for; the company name is not chosen as such.

The all-time classic fictional company is Acme Corporation.

Cinema and literature are full of fictional companies, here are some classics:

  • Sirius Cybernetics (The hitchhikers guide to the galaxy)
  • Wonka Industries (Charlie and the chocolate factory)
  • Tyrell Corp. (Blade runner)
  • Nakatomi Trading Corp. (Die hard)
4/19/2014 5:27:00 PM

The Wikipedia Article "Placeholder Name" has a section for "Companies and organisations", which includes the following:

"Ace" and "Acme" were popular in company names as positioning words in alphabetical directories. They were generic, laudatory of whatever products they were used to promote and appeared at the beginning of most alpha-sorted lists. The Acme Corporation of cartoon fame is one placeholder example.

"Mum and Pop" are occasional placeholders for the individual owners of a generic, very small family business Main Street or High Street for the business district of a small town or village, often contrasted as a commercial business entity against Wall Street as the financial market of New York City.

"Advent corporation" is a term used by lawyers to describe an as yet unnamed corporation, while legal incorporation documents are being prepared. In case of Advent Corporation, founder Henry Kloss decided to adopt this placeholder name as the formal legal name of his new company.

Fictional brands such as Morley (cigarette) are often used in television and cinema as placeholders to avoid unintended product placement.