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choosing a business nameViews: 205
Aug 12, 2005 4:15 am re: choosing a business name

Jordan Giarratano
As a graphic designer, branding and creating a persona for myself were at the very top of my priorities list when choosing my name.

I initially started to refer to myself (jokingly) as Jordan Giarratano, Creative Juggernaut... it was in reference to the sheer number of mediums I worked in (design, illustration, writing, comics, mural painting, sign making) and the relentless drive I had to complete them (I'm a workaholic). Somehow, the joke began to take hold.

When it came time to craft a serious identity, the concept of the Creative Juggernaut came to the forefront, especially when defining the terms reminded me of a passage from a book I had read a few years earlier, Art as Experience by John Dewey. With this connection made and with a tagline in place (My Fuel is Pure Graphic Fury) I felt I could create an identity that was unique, personable and just a little bit over the top. Just like me ;)!

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