nametag

“A name cannot only be spoken, it needs to be visually expressed, and it’s useful if it can look good when it is. Flower names, beast names, object names, time length names and space and size names all have good visual potential. I’m thinking Pointerdog for a search engine, Five Mile for a minicab firm, Ringlets for a children’s jewellery range. Names that have something interesting or attractive about their letterform also have good visual potential. I’m thinking MOOD with its circles and curves for a perfume, or Dignify with its two nice dots for an over-60s face cream. Don’t give a graphic designer an abstract name with awful letter forms and expect them to do a good wordmark or logo, or to be happy.”

-Pentagram’s Naresh Ramchandani in “How To Get a Name Right,” an essay published in the winter issue of YCN Magazine