Why the name Gelato?
"Brand names should be both distinctive and noticeable. They must be provocative and suggest that there is a new and perhaps better idea here. Gelato delivers on those key requirements – short, memorable, colourful and fun. Gelato is disruptive, a new model in printing. Gelato is not a traditional company. They needed a name that was both bold and of the future"
– David Placek, founder Lexicon Branding
What does ice cream have to do with printing? As a matter of fact, quite a lot. Our name conveys our vision of bringing colors to our industry and making people happy. Gelato is accessible and simple, just like ice cream. And last but not least, it’s easy to remember and just tastes good.
But how did we come up with the name?
From Day 1, we had a global vision and wanted to choose a name that would excite and be easily understood around the world. With this in mind we hired one of the best, David Placek (Lexicon Branding), the man behind brand names like BlackBerry, Swiffer, Pentium, OnStar, Dasani and Outback.
Together with David we took our values and our vision and translated them into the name “Gelato”. When asked about the process, David said: "brand names should be both distinctive and noticeable. They must be provocative and suggest that there is a new and perhaps better idea here. Gelato delivers on those key requirements – short, memorable, colorful and fun. Gelato is disruptive, a new model in printing. Gelato is not a traditional company. They needed a name that was both bold and of the future.”