Naming Observed
Another joy-to-read Michael Bierut D.O. column, Call Me Shithead, or, What's in a Name? is up. Not that you need one, but here's a snippet:"Naming things — companies, products, brands — is a service that a lot of design firms, from Landor to Interbrand to Addison, are well compensated for providing. As such, it's also the only design-related activity that virtually every person on earth feels fully qualified to undertake on their own, for free."