Editor: Jens Bernsen
Publisher: Danish Design Centre
Publication: 1994, First Edition
Binding: Hardcover, section sewn
Pages: 118
Size: 115 x 205
Text: English, Danish
(Preface) 'As I write this, Yugoslavia is in pieces. There is a province of that unhappy country called Macedonia which may become independent. There is also a province of Greece called Macedonia. The Greeks are so upset about the Yugoslavian Macedonia that some of them are threatening war.
This is not a joke. Names are very important symbolically and they stir up deep emotions. No wonder then that those of us involved in corporate identity activities where names are so significant an issue, dread dealing with this part of the programme. In my experience there is no aspect of business which is more susceptible to uncontrolled and violent emotion than name changing.
And yet, as Jens Bernsen precisely explains in this clear and thorough guide to the subject, names, both of companies and brands, can be subjected to sensible analysis, their advantages and disadvantages can be weighed both rationally and emotionally, and decisions taken on a more or less rational basis.
I wonder though whether this book will achieve the use it deserves. Human nature being what it is, most people in most companies will continue I suspect, to select, reject and discard names on an entirely emotional personal and frequently hysterical basis, completely ignoring the rational side of this task which is, indeed, a design task.
Nevertheless Jens Bernsen's book is an excellent guide through the naming undergrowth. I commend it most heartily.' Wally Olins, Wolff Olins Ltd, London
Condition: Very Good. Shelf ware consistent with age. Light rubbing and tanning to cover/edges.
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