Archive for the 'Design' Category

Communication vs. verbal design

Because naming involves words, it’s often discussed and evaluated as if it were primarily a matter of verbal communication, like a special kind of copywriting. Actually naming lies at the intersection of communication and design. That’s true of verbal branding more generally, but it’s especially true of naming. Names communicate because they use verbal elements [...]

From a namer’s point of view, a name has to work in two ways. First, it has to be smartly conceived and well designed linguistically. If it is, it’s likely to achieve what it needs to and be liked by people. Second, it has to meet the client’s expectations and standards. Sometimes those are more [...]