To keep the creative juices flowing in our naming hearts and minds, we here at Zinzin like to explore topics tangential to our task at hand — creating powerful, evocative names to help brands build positive, emotional connections with audiences. While it’s well known today that the strongest brands make emotional connections, I think artists figured this out a long time ago. Namely, one of the most influential American abstract painters of the 20th century: Agnes Martin.
Famous for her grid paintings born from an ordered process approaching science in its rigor, Martin’s goal was to evoke emotional states that connect with the viewer. What’s awesome, Zinzin friends, is that we use a similar approach to naming.
Moreover, Martin had specific opinions about naming (giving titles to) her paintings. So, let’s explore some of the work of the infinitely fascinating Agnes Martin, draw inspiration from it, and see what naming lessons we can learn.