Fritinancy

Rating the Democratic candidates’ slogans

So many candidates! Twenty-five at last count, although by the time I click “publish,” six or seven of them may have thrown in the towel. (Rep. Eric Swalwell, who took part in the first round of televised  debates, in June, dropped out earlier this week. His slogan was “Go Big. Be Bold. Do Good,” but three short verbs didn’t sufficiently activate his supporters.)

More than two dozen candidates, but few signs of originality in their messaging. Nine candidates—Cory Booker, Bernie Sanders, Amy Klobuchar, Beto O’Rourke, Pete Buttigieg, Tulsi Gabbard, Wayne Messam, Joe Sestak, and Tom Steyer—use only their first names in their logos, a trend that goes back as far as 1948’s “Give ’Em Hell, Harry” and 1952’s “I Like Ike,” but which got a big boost in 2016, with “Jeb!,” “Hillary” and “Bernie” as first-name-basis contenders.

Beyond that major theme, I see a bunch of other trends. Here are my evaluations and letter grades for the 2020 Democratic slogans; you can see all of them, organized alphabetically by candidate name, with their respective logos, on Ballotpedia, the nonprofit “digital encyclopedia of American politics and elections.”

New work: Resourceful

When I’m asked to rename a brand, it’s usually for one of two reasons: a legal challenge (someone has a prior claim to the name) or a major shift in the organization’s direction (we used to sell housewares; now we sell jewelry).

Neither of those scenarios applied to Resourceful HR, a 10-year-old Seattle human-resources consultancy that approached me last autumn about a name change. The company was thriving. It had successfully registered RESOURCEFUL as a trademark. And its business plan involved a refinement, not a revolution.

Still, company founder and CEO Jennifer Olsen told me with a sigh, it was probably time to change the name. For starters, her graphic designer had “taken the brand imagery as far as it could go.” And the brand strategist she’d hired, Catherine Carr of Vitamin C Creative, had done some interviews and concluded that “what she was hearing from us was more exciting than what she was seeing in our materials.”

Obviously, it was time for a new name.

 

Before: Resourceful HR website

 

Hmm. Really?

April linkfest

The 2019 Deadspin Name of the Year is down to the Elite Eight. Vote for your favorites in a field that includes Pope Thrower, Pretzel Monteclaro, and Jizyah Shorts. Yes, they’re all real names. (Deadspin) For background, see my 2018 Visual Thesaurus column about the tournament.

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How great writing begins: an analysis of the opening paragraphs of “the 94 most compelling articles” in The Atlantic, Fast Company, and the New York Times op-ed section. (Better Humans)

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In English, it’s “Once upon a time.” How do other cultures and languages begin their classic tales? (Chitra Soundar)

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Pete Buttigieg of South Bend, Indiana—the youngest and gayest candidate for the Democratic presidential nomination (so far)—also has the coolest campaign logos. (Note: Not a political endorsement.) (Brand New)

February linkfest

Why are some companies, like publishers and fashion businesses, called “houses”? Includes a delightful explanation of how Random House got its name. (Grammar Girl)

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I’m a pushover for specialized slang dictionaries, and this is a good one: a guide to carnival lingo. Warning: many irresistible rabbit holes on that site. (Good Magic)

A razzle dazzle game (Stevens Magic Emporium)

January linkfest

You’re probably heard of babies named after brands: Porsche, Chanel, Armani, and, lest we forget, Tiffany. Now the Baby Name Wizard blog tells us about three baby names from the 1980s and 1990s that were inspired by TV advertising.

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On the other hand, you could name your offspring after a tech company or product. You wouldn’t be alone. (CNBC)

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It’s the last call for words of the year for 2018: Lynne Murphy pronounces “MSM” the US-to-UK WotY and “whilst” its UK-to-US equivalent. (I may have had something to do with the latter selection.) Over at his Not One-Off Britishisms blog, Ben Yagoda takes the measure of whilst.

December linkfest

It’s the end of the year as we know it, and I feel linky.

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New York-based creative director Lukas Weber turned some familiar online abbreviations – LOL, ROFL, BTW, and more – into familiar-looking logos. (Via Brand New blog)

 

 

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“An examination of today’s American skull logos shows a variety of businesses exhibiting crude expressions of menace, juvenile assertions of badassedness, and more than a little fascist iconography.” (Emblemetric)

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November linkfest

This month we give thanks for WOTY, dictionaries, diet jargon, naming advice, and more.

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Word-of-the-year season kicks off in traditional fashion with the Oxford Dictionaries selection. This year it’s toxic, as in toxic masculinity and toxic chemical. Interestingly, toxic derives from the Greek term for word for “poisoned arrow,” but only the “arrow” part. Toxic won out over other words on the shortlist, including incel, gaslighting, big dick energy, and gammon, the last of which was a Fritinancy word of the week in May. Oxford’s word of the year is “a word of expression that is judged to reflect the ethos, mood, or preoccupations of the passing year, and have lasting potential as a term of cultural significance.” Read more.

 

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Big dict energy: The stupendously useful Green’s Dictionary of Slang – which was published in three volumes in the UK in 2010 and which moved online in 2016 – is now free to all users. Read more in Ben Yagoda’s post on Lingua Franca, and follow Jonathon Green on Twitter.

 

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This tweet is good, and the thread that follows (click on the date stamp) is even better.

Trump cereals:
- Total Witch Hunt
- Golden Shower Grahams
- Leerios
- ICE Krispies
- Porn Flakes
- Racism Bran
- Special KKK
- Your Votes Don’t Count Chocula
- Honeycombover

— The Volatile Mermaid (@OhNoSheTwitnt) November 15, 2018

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October linkfest

Duck Fart, Buttery Nipple, and other “yummy cocktails with nasty-sounding names.” (Dictionary.com)

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Tesla CEO Elon Musk made an April Fools’ joke about “Teslaquila.” Now the company has filed an intent-to-use trademark application for Tesla-branded tequila. (Bloomberg)

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Video explainer: How the Beatles got their logo. (Brand New)

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Moons can have moons and they are called moonmoons https://t.co/PsLixAufSS pic.twitter.com/mefZ7aFZ7X

— New Scientist (@newscientist) October 10, 2018

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I’m quoted in this article by Corinne Purtill on the difference between asshat and assclown. (Quartz)

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And here’s more about asshat. (Merriam-Webster)

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August linkfest

Caterpillar, the heavy-equipment manufacturer, has had a registered trademark for CAT since 1949. Now it’s extending CAT to a footwear line. And not just steel-toed boots, either: these oxfords are women’s street fashion. (Duets Blog)

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The method Google Maps uses to name city neighborhoods “is often mysterious. The company declined to detail how some place names came about, though some appear to have resulted from mistakes by researchers, rebrandings by real estate agents — or just outright fiction.” (New York Times)

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Word of the week: Penrose tiling

San Francisco’s new Transbay Transit Center, a 1.2-million-square-foot hub for four Bay Area counties’ bus systems plus intercity Greyhound buses (and light rail, too, eventually), officially opened on August 11 to huge crowds. I skipped the festivities but heard rave reports from friends who'd gone, and so on August 13 I took an AC Transit bus from Oakland to San Francisco to see it for myself. I was not disappointed. Indeed, I was elated by the light-filled Grand Hall, the clear signage, the well-integrated public art, the pristine restrooms (every fixture is touchless), and the astonishing 5.4-acre rooftop garden, officially called Salesforce Park. (The software company bought the naming rights to the park and transit center in 2017; the adjacent 1,070-foot-tall Salesforce Tower, which opened earlier this year, is the tallest building in San Francisco.)

During the eight years of construction, I’d frequently driven beneath a filigreed white overpass that marked one of the center’s boundaries. While researching the completed center I learned that the filigree’s distinctive pattern has a name: Penrose tiling. And it’s not merely some designer’s fanciful grace note: it’s a mathematical marvel discovered in the 1970s and defended in a famous lawsuit.

 

Filigreed Penrose tiling outside the new transit center.