Searching for bleeding edge naming news, we turn to that eternal source of befuddlement, the Landor naming portfolio. Landor proudly lays claim to a total of 18 naming jobs on their website, 16 of which date from 2001 or earlier. The remaining 2 are proving difficult to date:
Fillboard (TM filed 1998)
Astrium (not a gay bar – 2000)
Tality (again, not a gay bar – 2000)
Chancellor Academy (date unknown. only web reference to this name change resides here)
Certegy (2001)
Clarica (1999)
Exostar (2000)
EverCare (1999)
Advantix (TM filed 1995)
Durex (yes, the penis people – 1998)
Midea Group (“Formal registration and application of the brand” – 1981 )
ProNational Insurance (1998)
Spherion (2000)
Techint/Tenaris (2001)
Pactiv (1999)
Flipside (circa 2000, dead dotcom)
Uniqa (1999)
Wildlife Conservation Society – We can’t pin a date on this donkey, they had been calling themselves “WCS”, an acronym for Wildlife Conservation Society. Landor stepped in and “Landor urged the Wildlife Conservation Society to boldly and consistently embrace its full name, and forego the acronym.”
We’re not ready to officially classify advising the Wildlife Conservation Society to call themselves the Wildlife Conservation Society as a naming job, but without it Landor is left with Chancelor Academy as the only possible naming job since ’01 in their portfolio, so we’ll let it slither in.
 | Says Blandor the Imponderable: “Fools! Naming is about quality, not quanity! I’ll stack my portfolio up against any random name generator software anytime! As for not being currant, it’s cranberry juice I need, and in copious quantities. Your ignorance has inflamed my condition” |
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