Allan Peters’ brand noun process is a deceptively simple yet powerful tool: clients provide a list of 15–20 nouns that describe their brand.
These nouns — anchor, flame, shield, path, etc — become creative guardrails for the designer when developing the brand mark (the logo icon or symbol).
Here’s the key:
- It’s only used to shape the brand mark, not the whole brand identity.
- It’s about steering designers away from directions the client wouldn’t connect with.
As Peters puts it, without this, designers can easily go down creative paths that feel exciting but end up missing the mark for the client.
How it benefits both designers and clients
For designers, the process delivers a clear, client-approved sandbox. Instead of guessing what kinds of shapes, symbols, or ideas resonate, you’re working with a vetted list. This saves time, reduces rounds of revisions, and keeps the work aligned.
For clients, it offers ownership without micromanaging. They shape the inspiration but leave the creative decisions to the expert. It’s a way to feel heard and involved without stepping into the design chair.
In short:
- Designers avoid wasted effort.
- Clients avoid surprise or mismatch.
- Everyone moves faster and more confidently.
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How to run a brand noun workshop
Want to run your own brand noun process session? Here’s a quick guide:
01.
Set the goal (5 minutes)
Explain why you need 15–20 nouns: these will help guide the brand mark design only, not colour palettes, typography, or broader messaging. Share Peters’ philosophy: we want concrete, evocative nouns, not vague adjectives.
02.
Collect the nouns (15 minutes)
Have the client (or team) brainstorm as many nouns as possible that feel connected to their brand. This works best with sticky notes, whiteboards, or collaborative digital tools. Remind them:
- No adjectives!
- Think objects, symbols, or things you can picture.
03.
Refine the list (10 minutes)
Combine similar ideas, clarify meanings, and narrow the pool to 15–20 strong nouns. Resist the urge to cut it to just a few. Peters’ magic comes from the breadth of the list.
04.
Summarise and share (5 minutes)
Document the final list and share it back to the client. Make sure everyone agrees this will guide only the marque/icon development. Managing expectations is key.
Pro tips for success
- Come prepared. Have examples ready of good nouns (compass, key, wing) versus less useful suggestions (trustworthy, bold).
- Stay focused. Keep redirecting to the brand mark. Not the tagline, not the voice, just the visual symbol.
- Use it as a filter. As you develop concepts, constantly check: do they connect to at least one or two of the selected nouns?
Why it works
The brand noun process isn’t about limiting creativity, it’s about focusing it. By gathering a client-approved set of symbolic cues, designers can explore bold ideas within boundaries the client already agrees with.
It’s faster, more collaborative, and leads to stronger, more aligned brand marks. And in a world where branding can get bogged down in subjective debates, that’s a serious edge.
If you’re working on a brand project and need clearer structure, messaging or direction, I support organisations through focused strategic brand work.