Methodologies Used

Project Deliverables

  • Brand Naming
  • Brand Logo Design

The Challenge: Create a memorable, globally recognized name for wireless internet

20 years ago, the world was about to be introduced to a life-changing technology: wireless internet. Leading tech companies of the time, including Lucent, 3Com, and Nokia, formed the Wireless Ethernet Compatibility Alliance (now the Wi-Fi Alliance) to govern this new technology. The Alliance knew that the existing, unwieldy name would be a barrier to adoption, so they turned to the founders of Salt for help. They needed a name that was easy to say and understand, felt like a technology, but also felt completely accessible to a global audience including. Above it needed to be memorable — people should know one name in order to access internet around the world.

Brand Naming for Wifi_Kelton Global

The Solution: Brand naming & logo design

Salt, Kelton’s Brand Strategy division, developed the Wi-Fi name to intentionally evoke an established term from an existing technology: HiFi. With the familiar form and cadence of HiFi (short for “High Fidelity” in the world of audio), Wi-Fi fell easily and naturally into the vernacular. It originally stood for “Wireless Fidelity” — in fact, the name was launched with the tagline, “The Standard in Wireless Fidelity” — but was later dropped as the term took on its own unique definition.

Kelton Global_Bran Naming for Wi-fi

The enduring power of a great name

To accompany the name, we developed a visually distinctive yin and yang logo, featuring inverse thought bubbles to symbolize cross-device communication. The logo emphasized the name’s pronunciation and was designed for easy application — particularly at very small sizes — on any kind of consumer device. The combined name and logo became the essential ingredients for a great brand with the ability to stand the test of time.

Up Next

Kelton Global_Brand Strategy for Missoma

Global Brand Strategy Consulting for Missoma


Missoma is the demi-fine jewelry category pioneer in the UK, but entering the US meant fierce competition. Here’s how we helped them develop a brand strategy to shine in a crowded category and fuel international growth.

Kelton Global_Salt_Brand Strategy for Zenni

A New Brand Vision for Zenni Optical


We helped Zenni reposition their disruptor brand to stay competitive. The evolution led to a compelling brand story that celebrates individual style and creative expression.

Facebook market research case study

Global Brand Strategy for Facebook


From Manila to London, we help Facebook with their most pressing Communications and global Brand Strategy challenges.