I want to share a press release I saw today that appears to show a great decision made by a portfolio platform website. According to the press release, “4ormat, an online portfolio platform used by tens thousands of creatives in over 125 countries worldwide, announced today that it will now be known as Format (format.com) following the closing of a three year long acquisition of the much sought after domain name.
When I initially saw the title of the press release, I was hopeful that the company was changing its branding to make it more intuitive. Indeed, that is what happened. 4ormat was probably created to sound like “format,” but when you actually annunciate it, the brand sounds like forormat (in my opinion). With this rebranding, the company seems to have abandoned the “4ormat” branding altogether, and the website now shows that he company is called Format.
I did some research, and I