Know-How Exchange : Taglines/Names

Jimmy's Canine Rescue (or whatever your son's name was)
Jimmy's Pet (or Animal) Rescue

Thank you, Jay, for your quick reply. In reading my post over again, I think the wording I used is misleading. I had thought of using Ari's name but decided not to do so as it would be limiting. We will have his picture and story inside the building and a plaque outside. I was thinking something along the lines of "All Dogs Go To Haven", "Almost Home", "Free At Last", "Free and Safe", "Another Chance", "Your Best Friend" and then use tagline "dog rescue and haven". What do you think?

Who is the name for? Who is your target audience? What do you want the name/tagline to communicate?

The name is for a facility that will house dogs in need when shelters and traditional rescue groups are at capacity. We need to target the communities served by these shelters and rescues in order generate funds to support the organization.
I am a retired nurse/lawyer and have been involved in animal rescue for the last 3 years. I have fostered dogs and worked with various different rescues. Through my experience, I learned a very important fact. All the rescues and shelters in the California desert are overflowing. So many healthy, adoptable dogs are being euthanized each day.
If you go into the shelters, you can actually smell death. The dogs are terrified, some who have been hurt lay in the kennel with no immediate care. That is why a facility like ours would make pulling more dogs more quickly a reality. We are the missing piece.
The tagline should communicate that (a) we are a rescue (though not a traditional one) and we exist to help rescues on an emergency basis. I hope that, perhaps, this will be the first step in bringing rescues to together through a shared resource. There is so much jealousy, backbiting and competition among rescues in general that the focus need to return to the animals' best interests.
I hope this helped.

I think that your names are too cute, and therefore people won't immediately understand what you do or for who. If you have the time, energy, and budget, you can teach people what your name really means. Or you can save time, energy, and your budget by picking a name that's clear.

Your suggested names work too hard at pulling heartstrings. What you do actually does pull heartstrings. I don't see using Ari's name as limiting... The business is based off of your kid's dream. That is inspiring. That's the kind of thing many people want to get involved in. If you can succinctly get the story across to them.

Thanks, guys. You make perfect sense. I guess I am too involved emotionally in the project. It's the old "You can't see the forest..........I am so grateful for your objective viewpoint. You are right, this is a serious business. "Ari" (Aryeh) in English means "lion". What would be your strongest, most to the point suggestion? If we use his name, we also have to get across the idea that we are helping dogs.

I was just thinking, if the name uses the word "rescue" and we are really more than that (taking overflow from shelters and rescues), should we bring out that "twist" in the tagline? "Helping others to help the dogs", "Coming to together to help the dogs". Oh my, those are BAD and much too long.

Hi Mike!
Thanks for your reply. I hesitate to use the word "shelter" as it infers government (county, city) control and brings up visions of high-kill h**l holes. I think if we could use a word that is more like a "haven"?

Could you substitute Care (or even Support) for Shelter?

Dog Rescue and Care

Ari's Wish
"dog rescue & support"

Is this the kind of thing you are suggesting?

Looks right to me.

Almost there! Just one lingering concern: will this be a "strong" enough name to put on a building? Probably a dumb question.

Thank you EVERYONE!! All your comments cleared the cobwebs for me!