Product naming is the ultimate exercise in simplicity. It requires one to capture in a single word, possibly two, the essence of a product or company—or in some cases create a personality for it. While simplicity enjoys a challenge like this, unfortunately so does complexity. In fact, if you look around at product names, you’ll realize that complexity is doing a fine job of winning this particular war.
Interesting article on how Apple’s iMac was almost called MacMan.
(Source: fastcodesign.com)
On Rebranding.
To move from the old to the new. You have to imagine it like the transition into a new period of life. This is a very respectful process of release into the new. The philosopher Heidegger once said that there is the person you became over the years and then there is the person you could be in the future. To become this person you have to walk towards yourself. And that’s exactly what we help brands to do.
The Hemingway Papers
The land of the free and the home of the brave is the modest phrase used by certain citizens of the republic to the south of us to designate the country they live in. They may be brave—but there is nothing free. Free lunch passed some time ago and on attempting to join the Freemasons you are informed it will cost you seventy-five dollars.
Excerpt from A Free Shave, March 6, 1920
The Toronto Star is digitizing all of Hemingway’s articles from his early career. This is my new favorite website.
Good design is innovative
Good design makes a product useful
Good design is aesthetic
Good design makes a product understandable
Good design is unobtrusive
Good design is honest
Good design is long-lasting
Good design is thorough, down to the last detail
Good design is environmentall-friendly
Good design is as little design as possible
Good design makes a product useful
Good design is aesthetic
Good design makes a product understandable
Good design is unobtrusive
Good design is honest
Good design is long-lasting
Good design is thorough, down to the last detail
Good design is environmentall-friendly
Good design is as little design as possible
“I just forgot
what it was I
was looking for
it was
me I was lookin
for”
Nº 32
Banal ideas cannot be rescued by beautiful execution.
—Sol Lewitt
