My latest column for the Visual Thesaurus was inspired by a tweet from trademark lawyer Alexandra J. Roberts.
“we need a trademark for our new skincare brand”— alexandra j. roberts (@lexlanham) January 3, 2021
“what if we take a basic generic/descriptive term & remove all the vowels?”
“ooh like an unpronounceable secret code?! DO IT.” pic.twitter.com/o6TJ0AqaIz
DRMTLGY was new to me, but I’ve been tracking the no-vowels branding trend for quite a while. (See my Pinterest board We Don’t Need No STNKN VWLS. And see my posts about BHLDN and BNJMN.) I had fun researching and writing about all the ways we dispense with written vowels in English and in some other languages, notably Arabic and Hebrew.
Full access to the column is restricted to subscribers; here’s an xcrpt: