By Pentagram’s Naresh Ramchandani, originally published in YCN Magazine’s Winter issue.
Notepads, texts to self, dictionaries, thesauruses, long lists, shortlists, hope, despair. Right now I’m trying to name two different products for two different companies and it hurts. Despite the fact that I’ve helped to name a hotel, a law service, two agencies, a football club, a range of whiskies, a property company, a charity night, a lice removal boutique, an environmental service, a band, three cats, a house and three children, it doesn’t get any easier. In fact, it gets harder. The more I name, the more I realise how much rides on a name. Let me count the ways.
First of all, a good name should do a good job of suggesting. If you haven’t heard of something and you hear its name, you should get a sense of what it is, what it does, and how it does it. ‘Have you worked with Digital Beast?’ Cue expectations of small agency of ten to fifteen men in their mid twenties holed up in an attic or basement on the east side of London devoid of social skills but great at working through the night on beer and special fried rice to get the job done. “No but send me a link.”
Equally importantly, a good name should do a good job of reminding. If you’ve tried something and hear its name, a good name should be a verbal hyperlink back to the experience you had when you tried it. “Have you heard anything by Shredded Angel?” Cue memories of that unforgettable night where you saw a new dubstep band, the name evoking your vodka-tinged impressions of a wan threesome delivering their hypnotic trance ballads that swayed between reluctant anger and genuine heartbreak. “Yup, I saw them at Heaven supporting Alt Disney.”
Fancy spending a day at Pentagram London working with one of its Partners to create a poster to inspire the world? This is your chance.
Pentagram Partner Naresh Ramchandani has launched a poster design competition for his environmental charity Do The Green Thing, in collaboration with WWF for their Earth Hour campaign. Last year, Do The Green Thing lead the countdown to Earth Hour in March 2013, inspiring over 11 million around the world with 23 posters from world-class creatives.
You can deny words, but you can’t deny film. That is the the belief which lies at the very core of WITNESS, the nonprofit human rights organisation that Harry Pearce has designed for and advised for the last 20 years.
For a new major campaign, WITNESS has joined forces with Amnesty International to highlight and prevent the ever-growing problem of forced eviction: the millions of people who are being illegally forced from their homes by corporations and governments around the world.
Daniel Weil has created an interactive public exhibition for HIV charity Body & Soul’s award-winning, Life In My Shoes youth campaign.
‘Life in my Shoes’ is a multi-platform campaign that challenges the fear and misunderstanding that surrounds HIV. The campaign highlights the terrible isolation faced by young people with HIV with bold and anonymous silhouetted portraits of HIV+ teens, created by photographers Rankin and Suki Dhanda.
For the past 21 days, Naresh Ramchandani and his team at Do The Green Thing have released one poster a day, created by a host of illustrators, artists and designers, including seven Pentagram partners. The main aim of the campaign is a countdown to Earth Hour, an annual event organised by WWF mobilising people around the world to switch off for an hour.
Join us on Twitter tomorrow Friday March 22nd from 11am-12pm GMT and tweet Naresh at @pentagram your questions, using the hashtag #23posters.