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One week in my Marketing Minute newsletter I mentioned the company name The Muse Is In in the format of its domain name, TheMuseIsIn.com.

If your email arrives in whats called a serif font, that would have made perfect sense. The capital Is in Is and In would have little horizontal tops and feet on them (these are called [url=http://www.mquin.com/gzparis.php]giuseppe zanotti pas cher[/url] serifs), enabling you to recognize them as capital Is rather than lower-case Ls. However, if your email arrives in whats called a sans-serif font, you [url=http://www.mnfruit.com/airjordan.php]jordan[/url] might have been baffled, trying to figure out what a Musel was, because the first capital I looked like a lower-case L. And indeed, I received several emails asking me to explain the name.

Prior to mass use of the Internet, this issue [url=http://www.gotprintsigns.com/abercrombiepascher/‎]abercrombie pas cher[/url] did not exist, because companies had nearly complete control of their name and logo in print. [url=http://www.mxitcms.com/tiffany/]tiffany[/url] Except for when their name appeared in a news article, magazine or directory (and nearly always, serif fonts were used in those settings) companies could decree the color, font, spacing and surrounding graphics of their company name.

No longer is that true. Online and in email, someones browser setting or email program often determine the font they are reading in. Additionally, sans-serif fonts are extremely popular both online and in print now.

The same problem cropped up looking at a print ad, where I struggled to read the name of [url=http://www.mnfruit.com/louboutinpascher.php]louboutin pas cher[/url] a law firm that [url=http://www.ilyav.com/uggsoldes.php]boots ugg pas cher[/url] looked very much like it ended in I-I-C (two capital Is, then a C). It took quite a while of staring and pondering to realize that what I took to be two capital Is were meant as two [url=http://www.mnfruit.com/doudounemoncler.php]moncler[/url] Ls. Thus the three-letter sequence was an abbreviation [url=http://tsuruo.jp/cgi-def/admin/C-002/after/visit/main.pl?PAGE_NUM=1]woolrich Aidons les acteurs p[/url] for Limited Liability Corporation, which commonly appears after professional firm names in place of the corporate signifier Inc.

However, here the designer created my bafflement. By stylizing the two Ls so they were in lower case yet the same height as the C following them (which would never happen in any [url=http://www.thehygienerevolution.com/barbourparis.php]barbour paris[/url] conventional font), she made [url=http://www.rtnagel.com/airjordan.php]jordan pas cher[/url] it difficult for me to recognize that these were [url=http://cgi.ebay.ca/ws/eBayISAPI.dll?ViewItem&item=321008881654&ssPageName=STRK:MESE:IT]peuterey outlet Moving Truck [/url] Ls rather [url=http://www.mquin.com/gzparis.php]giuseppe zanotti[/url] than Is. Its a bad move, however visually pleasing, when you make part of a company name challenging to read.

Although the biggest problem occurs with capital Is and lower-case Ls, as in the above examples, I have several other real-life instances of font problems in my files.

* Revver - Spelled [url=http://www.sandvikfw.net/shopuk.php]hollister outlet sale[/url] R-e-v-v-e-r, this looked like R-e-w-e-r to me when I read it [url=http://www.vlaba.cn/forum.php?mod=viewthread&tid=133457]hollister sale Earning Money Over The Internet Through Simple Niche Type Web Pag[/url] online, because the font used did not have any visible space between the two Vs.

* Kijiji - Spelled K-i-j-i-j-i, this looked like a fence rather than a word to me in a sans-serif font which had little distinction between a lower-case I and a lower-case J.

* I9 Sports - This looked to me like the numeral for nineteen, then Sports, yet in an alphabetical list of franchises, it was listed under the letter I rather than under N and therefore intended as the letter I, then the numeral [url=http://www.moncleroutletosterblade.com]moncler outlet[/url] for nine.

To avoid these types of problems with a name, type your top candidates in seven or eight different fonts, both serif and sans-serif, before finalizing your selection. And be ruthless in rejecting an otherwise promising name that will only be understood properly where the company controls exactly how its written.