ALACRA: The smart swift name of a business portal

New: Alacra name and logo, replacing "Data Downlink"

Launched: June 11, 2001

Story in brief:
To market its growing line of business information services more cost-effectively, Data Downlink needed a better corporate name, a name which could also designate the principal product (formerly "Portal B") and provide an umbrella brand for new products.

Credits:
C.E.O. - Steven Goldstein
C.M.O. - Kathryn Milano
Naming - Tony Spaeth
Design - Christopher Johnson Associates

First Impressions:
My self-serving view: the name Alacra is strong, simple, appropriate. Chris Johnson produced an equally appropriate logo, whose red icon echoes the 'go' button at www.alacra.com .