The Brand Name
The name of our company is Dice Matrix. We can convey our unique brand
through this name through the creativity of the name, how easy it is to say the name
and what the name is about.
We selected the name Dice Matrix because it associates itself with the game
we offer online directly. Dice refers to the dice needed to play any tabletop role‐
playing game, while the word matrix is an alternative name for the grid. The grid in
terms of tabletop role‐playing games is that used to where one person’s character is
in relation to the rest of world and the other characters.
We believe that one of the names strengths is that it is easy to say. Another is
that with the name being only to words it is also relatively easy to remember. A
possible weakness is that with the name not out right saying that it involves actual
game play some people may not understand that the website is for playing games.
The name is protectable under the USPTO. While the individual names dice
and matrix were taken, there was no mixture of the two words found at all. The
plural of the name, Dice Matrix, was also not trademarked in any way.
Dice Matrix would fall under the category of being suggestive. Dice Matrix
doesn’t state that it is an online gaming website in any way so it avoids being placed
under the category of descriptive. Yet since under a little bit of searching the name
does have something to do with the game itself, it can be considered to be in the
category of suggestive.
By keeping the logo horizontal and easy to read we have done our best in
following the “law” of shape. The three, six sided grids help the eye to flow from the
first word, dice, to the next word, matrix.
The three colors represent everything Dice Matrix is meant to be. Orange, a
color of fun and creativity, stands as the first color because creating is what the
website is about at its very core. Blue, a color denoting trustworthiness and
dependability is there to show that we can be counted on for making a great gaming
experience for our customers. Finally Green is the last color of the three, showing
that we will continue to grow and stay as “fresh” as possible for our customers.
We believe that this logo is effective, in this stage of the company at least,
because our company being brand new doesn’t have enough following to use a
symbol or a letterform style logo. Also we think that some “hardcore” customers
may enjoy the hidden meaning behind the three grids. These three, six sided shapes
resemble grids but they also resemble a silhouette of the type of dice often used in
tabletop role‐playing games. Last but not least, the three colors meaning along with
their brighter cheerier tones allows the company to have a fun yet “clean” feeling.
The Dice Matrix logo would be considered under that of the wordmark
category. While the logo does have a touch of symbolism with the colored grids, it
also has the actual name of the company. That is why the logo would be placed
under the wordmark category.
Our logo reflects our unique brand by having a clean yet relatively colorful
look. With the name and the colored grids having their own connections to the game
itself it shows that we are very much about bringing the tabletop role‐playing
experience to our website and its users.
Above is an example of one of Dice Matrix’s main competitors. The word
blizzard is huge compared to the other word, entertainment. This tells us that they
would rather be known by just Blizzard then Blizzard entertainment in its entirety.
They use two colors primarily. Blue, standing for dependability and stability and
black gives a feeling of mystery. This tells us that they will keep a very consistent
game play standard while their stories will offer a touch of mystery.
Dice Matrix would most likely suggest the above logo, from the company loud
city, as reference to our marketing department. The reason behind this is that the
name is kept short and sweet and it also portrays the meaning of the word loud
through the sonar like design. We would ask that they use our name and find a
creative way to bring the names meaning into its design.
Dice Matrix’s company objectives will be to maintain customer satisfaction
and creativity while growing and adapting to new technologies. Our main values are,
to treat the customers as equals and with respect.
We will carry out these objectives by offering forums and customer care, to
allow for complaints or suggestions that can improve the website for our customers.
We will also stay relevant in the technology simply by watching for what could be
“the next big thing” and adapting it for our website.
By actually listening to suggestions that our users give and making changes
or additions based on their feedback we can treat the customers with the respect
they deserve. By utilizing a more friendly approach to problems and even playing
alongside of them on our website we can let the customers feel that they are our
Our mission statement at Dice Matrix is, “to empower the creativity of
gamers, using quality technology”.
This mission statement will be made available under the “about us” section of
our website, so that if the public wishes to view it, they may do so.
This mission statement is directed to both our employees and our customers.
For our employees it is a reminder of what Dice Matrix is about. For new customers
it allows them to understand what we are trying to offer them.
We believe that this statement offers direction of what we intend to do, what
our main focuses are, as well as our policy. This statement also gives the site a little
bit of meaning and challenges us to maintain the creative and technological aspects
of the website. Finally it shows some passion as we truly do wish for the website to
encompass these aspects.
Since the statement is only one sentence, it can be said in less then thirty
seconds, even if spoken slowly.
Blizzard Entertainment offers a mission statement through eight core values.
While the statement is impressive it spans an entire website page with paragraphs
worth of sentences. Our mission statement is clear and straight to the point. This
makes our mission statement easy to remember and allowing the customers to read
other facts about our company.
We believe that this is an effective tagline because it allows anyone to know
exactly what the website is about, and offers the customer a chance at creative
freedom not always found in some of today’s computer games.
This tagline is directed at the customers, because it is speaking directly to
them. In a way it is challenging them to drop games that don’t allow them to create
and to pick up our game and allow their imagination to run wild.
This tagline can be considered to be imperative as it does directly challenges
them to create a story, a characters life and a world that they would want to play in.
I believe that this tagline mixed with our companies brand message of
offering tabletop role‐playing games on an online environment, makes a very strong
and unique brand.
Blizzard Entertainment’s tagline for their most popular computer game
World of Warcraft is “what’s your game?” This does differ from Dice Matrix’s tagline
as Blizzards tagline is a bit more vague and can be open to interpretation. Our
tagline tells the customer that they can do something that they couldn’t do with
other games, even World of Warcraft.
Our tagline definitely commands action. It doesn’t ask them to create a story
or suggest that they should create a game. It very much does command the customer
to release their creative sides. The tagline is also positive in that it is offering a
chance to let their imaginations loose. It is fairly unique and easy to say as well as
short enough to remember later on in the day.