PROTEC{HER}
PROTEC{HER}
PROTEC{HER}
Client
她科
PROTEC{HER}
Category
品牌命名 / 标志
Naming / Logo Design
Credit
CD/GD - Tingao Hu
Year
2021
About
2021年初，深圳的科技圈一群志愿者，为了把庆祝女性成就、反对偏见、争取平等变成更多人的生活日常而聚在了一起。
由于其公益性质，品牌不能赖以大量的物料曝光来推广。这种情况下，品牌名称传播起来比起设计、图形更加灵活和有效。因此非否通过命名的巧思一举为行动品牌解决辨识度、记忆点、立场表明和号召力的问题。
Protecher 是为行动重组的新词。分别包含 Pro（职业、倡导、保护），Tech（科技），Her（女性）。表达“支持科技行业里的她” 。中文名 “她科” 除了表明行动的属性 – “女性 + 科技”之外，也与英文名中的“techer” 互为谐音。
In early 2021, a group of volunteers from Shenzhen's tech community gathered to celebrate women in tech.
Due to the movement's non-profit nature, the brand couldn't rely on extensive material exposure for promotion. Therefore, the brand name is a more flexible and effective way to spreading the message compared to design. Therefore, Fairfoul addressed brand recognition, memorability, stance, and appeal through clever naming.
"Protecher" is a new word coined for the campaign. It incorporates "Pro" (professional, advocate, protect), "Tech" (technology), and "Her" (female), expressing "supporting her in the tech industry." The Chinese name "她科" (Tā Kē) not only highlights the nature of the campaign – "women + technology", but also phonetically complements the "techer" in the English name.
In early 2021, a group of volunteers from Shenzhen's tech community gathered to celebrate women in tech.
Due to the movement's non-profit nature, the brand couldn't rely on extensive material exposure for promotion. Therefore, the brand name is a more flexible and effective way to spreading the message compared to design. Therefore, Fairfoul addressed brand recognition, memorability, stance, and appeal through clever naming.
"Protecher" is a new word coined for the campaign. It incorporates "Pro" (professional, advocate, protect), "Tech" (technology), and "Her" (female), expressing "supporting her in the tech industry." The Chinese name "她科" (Tā Kē) not only highlights the nature of the campaign – "women + technology", but also phonetically complements the "techer" in the English name.
In early 2021, a group of volunteers from Shenzhen's tech community gathered to celebrate women in tech.
Due to the movement's non-profit nature, the brand couldn't rely on extensive material exposure for promotion. Therefore, the brand name is a more flexible and effective way to spreading the message compared to design. Therefore, Fairfoul addressed brand recognition, memorability, stance, and appeal through clever naming.
"Protecher" is a new word coined for the campaign. It incorporates "Pro" (professional, advocate, protect), "Tech" (technology), and "Her" (female), expressing "supporting her in the tech industry." The Chinese name "她科" (Tā Kē) not only highlights the nature of the campaign – "women + technology", but also phonetically complements the "techer" in the English name.
