dcit2In 2013, A Hundred Monkeys Creative Director Eli Altman published Don’t Call It That, the world’s first and only naming workbook. Now, it’s back, 40% bigger, and better than ever. The second edition of Don’t Call It That just hit the shelves and features six new chapters, interviews with people who used the book to name their businesses, new name species, and an expanded trademark section. Grip the new edition here.

Publisher: Extracurricular Press
Design: Boon Design
Typography: Miguel Reyes at Commercial Type