What’s In a Name?

“Action without a name, a who attached to it, is meaningless.”

— Hannah Arendt

August 2022 — While it may be true, philosophically, that a name is no more than a arbitrary label, it is also true, pragmatically, that names DO matter.

What we “call” stuff is relevant because the names of things allow us to learn, think, and talk about, and also remember what — and who — is important.

A name is the first way (often, but not always, in combination with a visual identity) that we take notice. And in the “blink of an eye,” we form an impression. We are attracted or not. We are inspired to learn more or not. We trust or we don’t.

There are myriad ways to name a business and its brand(s). Examples are:

  • Founder (McDonalds, Disney, Dell)
  • Product descriptor (International Business Machines — IBM, American Telephone and Telegraph Company — AT&T, Recreational Equipment Inc. — REI)
  • Inspiration (Nike, Northface, Amazon, Google, Tesla)
  • Literary reference (Starbucks, Robinhood, Zoom)
  • Double meaning (Staples)
  • Combined components (YouTube, InstaCart, ShakeShack)
  • Spelling mutation (Lyft)
  • Alliteration (Lululemon)
  • Founding HQ location (Wawa)
  • Reference to an animal (TaskRabbit, MailChimp, Allbirds)
  • and more…

…including the pure whimsey of Apple, Inc.

According to biographer Walter Isaacson, Steve Jobs came up with the name “Apple” simply because he liked apples. And “it sounded fun, spirited and not intimidating…plus, it would get us ahead of Atari in the phone book.”

What’s In Our Name?

Of course, all of the above are brands with national, or even international reach, while Communication By Design is an intentional micro-enterprise.

When it came to naming (circa 2010), I looked at leaders in my industry for ideas. Architects and designers often name their firms after themselves: Skidmore, Owings & Merrill, Cook + Fox, Gensler, Vignelli Associates.­­ I knew I didn’t want to do that.

Others name their companies interesting — and sometimes trending towards random — words or concepts: Frog, Slice, Nail, Smog, Ragged Edge, The Young Jerks, SMAKK — there is a plethora of them. More power to those firms if they can pull it off. It didn’t feel right for me.

I wanted to name my business in a way that would simply, yet clearly, describe what I offer. I knew “design” would be in the name because design is at the core of what I do.

However, I am not a designer for design’s sake, so my work has to create value and produce results for clients. I do that, in part, through design, or “by design,” which according to Oxford Languages is “as a result of a plan; intentionally.”

I like the double meaning.

But what IS it that I do “by design?” I could say “branding” or “marketing” but, to me, “communication” is more encompassing. What branding and marketing do is COMMUNICATE — both verbally and visually. Across diverse media channels to attract, inform, engage.

So I decided “Communication By Design.”

This post is an entry in Creative Toolbox • Notes from Drydock where we share sneak peeks from behind the scenes of CXD’s own comprehensive overhaul and ongoing brand refresh.

Note: These behind-the-scenes accountings are meant as examples only. Unique solutions developed for a specific situation, which may not be yours.