Igor’s 75 page guide to naming a company or product is free. It’s written in plain English and should help keep you from spending boatloads of money on naming consultants such as us.

Song Airlines has taken a final bow and well, we told you so. Two years ago we were so appalled at the naming and branding of Delta’s new venture that we wrote this post predicting its demise.

Everything about Song’s brand package hit a sour note. The bizarre Song logo prophetically portrayed something spiraling into the ground. It’s true.

Apparently, the name “Song” was meant to help convey some sort of JetBlue / Virgin hybrid, and the crew’s Kate Spade designed cabinwear was aimed at melding Branson’s rock and roll sensibilities, a touch of SoHo and, somehow, cheap fares.

Who did Delta hire when they decided to try and create a cool brand? Landor.

Yes, it was like paying Dick Cheney to teach you the Macarena so that “chicks would dig you”. Sorry for the visual.

If your command of the English language is getting a bit loose, we suggest checking into The Phrontistery:

Welcome to the Phrontistery! I’m your host, Forthright. Since 1996, I have compiled word lists on various topics in order to spread the joy of the English language. If you’re looking for an online dictionary, a word list on a given topic, or the definitions to rare and unusual words, the Phrontistery is for you. Here, you will find my 15,500-word dictionary of obscure and rare words, the International House of Logorrhea, as well as many glossaries, word lists, and other English language and etymology resources.

But be warned; once you dip into the pandemian folds of tyromancy, you never go back. “Hold me closer tiny tyromancer…”