Award-Winning Blog

Insights, attitude and inspiration

The naming is the hardest part


Nothing is more creatively, intellectually or culturally brutal than naming – or renaming. You have to imagine how the name feels and functions not at inception, but in the future, when it’s infused with your positioning and all the right brand attitude and associations. Here are a few of the more than 750 prospective names we developed for a major Bay Area non-profit that helps young people survive horrific trauma.

Note: These are not logos. However, we do present names with preliminary type treatments, to suggest the personality they can take on. It’s amazing the endless ways you can inflect a name by the way you treat it typographically. You can see more of our naming work at