Crafting an appealing heading is crucial for attracting readers and marketing work or products. A popular way is to summarize the main idea with a refined description and a memorable acronym. However, there lacks a systematic study and a formal benchmark including datasets and metrics. Motivated by this absence, we introduce LOgogram, a novel benchmark comprising 6,653 paper abstracts with corresponding descriptions and acronyms. To measure the quality of heading generation, we propose a set of evaluation metrics from three aspects: summarization, neology, and algorithm. Additionally, we explore three strategies for heading generation(generation ordering, tokenization of acronyms, and framework design) under various prevalent learning paradigms(supervised fine-tuning, in-context learning with Large Language Models(LLMs), and reinforcement learning) on our benchmark. Our experimental results indicate the difficulty in identifying a practice that excels across all summarization, neologistic, and algorithmic aspects.