Helpful words
In 2020, brands are treating their names like regrettable tattoos
- About: Naming
We’ve seen a lot of change this year as brands, bands, and institutions have revised their language to be more inclusive. First and foremost: their names. Who knew it was so easy to not celebrate confederate generals? As namers here at A Hundred Monkeys, we’ve kept our eyes on these changes — taking note of the perceived solutions…
Table Stakes: A primer on our universal naming objectives
- About: Naming
Whenever we start a new naming project, we always share a set of universal naming objectives with clients. While we also develop objectives specific to each project, these universal naming objectives are the minimum criteria a name should meet in order to be in the mix for consideration. We have a slide dedicated to the…
The blindingly obvious way to improve your productivity
- About: Naming
Don’t look into the light! Sometimes it feels like your day controls you instead of the other way around. With most people checking their email before they get dressed, it’s easy to get buried under a list of to-dos before you even have your pants on, let alone coffee in your bloodstream. This early onslaught…
The Proof is in the…: Why Feats of Service Make an Impact
A few months back I needed to have the oil changed for my car — a nearby auto shop happened to be the best reviewed so I drove over. The mechanics were polite and gingerly set to work on the request. A few minutes later one of them beckoned me back over to the car….
An ode to the brand names of 1990
- About: Naming
Welcome to the last decade of the last millennium. The Web isn’t just for spiders anymore, everyone’s pumping up “Pump Up the Jam,” and something called The Fresh Prince of Bel Air is about to debut. Now fast forward to 2020 (welcome, and sorry). All things ’90 are turning thirty this year, myself included. In the interest…
Red letter day: why acronyms don’t spell success in naming
- About: Naming
I’ve never met an acronym I liked. They are normally a hodge-podge of letters trying to say too much but end up saying too little. So let’s take a quick look at the world of acronyms and see if we can rearrange those letters into something more useful. Most acronyms are the result of good…
Huck It! A look at disc golf naming
- About: Naming
About a year and a half ago I discovered disc golf. For those who don’t know, disc golf is played like golf but instead of hitting a ball, disc golfers throw shallow plastic discs about the diameter of a pie pan at targets called baskets. For most of 2020 I’ve been playing a lot. A lot a…
You don’t want the big branding projects
- About: Naming
Understanding the mirage of doing creative work for big brands When I was just starting out in branding I had a big dream of one day working for big clients on big projects with big budgets. I could point to a billboard and say “Success! We made that.” I wanted our work to have an impact and…
The Names They Are a-Changin’
- About: Naming
From bridges and post offices to libraries and military bases, from public parks and streets to landmarks and schools there are many names that populate our world and form the nominative fabric of our communities. It is important to employ names that reflect the cultures, values, and positive stories of our communities. In recent months,…
A Tug at My Heartstrings: A Look at Tugboat Naming
- About: Naming
I can’t explain why, but whenever I see a tugboat I want to be on it. I want to know what it’s doing that day and be a part of the action. Maybe it’s because all they do is help other boats and I like that selflessness. Maybe it’s because tugboats are the perfect blend…