Chris Moody
Aug 15, 2017

Throwing the donuts out with the bathwater: in defense of elaborate brand names

The chief design officer and global principal at Wolff Olins explain why when it comes to brand names, length really does matter.

The origin of the name Christopher roughly translates as carrier of Christ. Even my mother, one of my more vocal supporters, would have to agree this is a somewhat hyperbolic way to describe her son.

But despite the weight of the Messiah upon my shoulders, I’m unlikely to be changing my name any time soonit's what I've been known by for nearly four decades and if I’m honest I’ve kinda made it work...

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