A name that looks good in a logo can fail at a bar or on the phone. Dario shares the phone test, the menu test and the grandmother test his studio runs on every name.
[02] BIOGRAPHY
In their own words, mostly
Written with the speaker and checked twice.
BASED IN
Milan
ROOM
Main Hall
STARTS
17:30
Dario Benedetti has named 140 companies, products and places, including a ferry line and a biscuit. He runs a naming studio of three in Milan.
He studied linguistics and keeps a notebook of words that sound wrong in at least one European language.
[03] THE TALK
Naming things people have to say out loud
A name that looks good in a logo can fail at a bar or on the phone. Dario shares the phone test, the menu test and the grandmother test his studio runs on every name.
[04] ALSO SPEAKING
More people worth the train
[05] TICKETS
One question from the floor could be yours
[13] ONE EMAIL, WHEN THE PROGRAMME PRINTS
Hear about speakers before the posters go up
Four emails a year: the first names, the full programme, the workshops and the week before the doors open. Nothing else.