American Brands Puns

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Years ago I used to use a LexisNexis database of companies that would give corporate information like name, address, and general business description. While most of them were pretty bland, there were a bunch of them with some really cheesy puns, and over a few years I built quite a collection.

Today I share with you "NEXIS IS RIDICULOUS.txt":

• Bucyrus International caters to those who mine their own business.
• It would be logical for Mr. Spock to boldly go to Vulcan International for rubber products. He might even live long and prosper -- in comfortable shoes.
• What do manufacturer Electro-Motive Diesel (EMD) and 1970s band Grand Funk Railroad have in common? They both want you to do the locomotion!
• Peter Piper can pick more than a peck of peppers or pickles from B&G Foods.
• Toray Plastics America could sing "foam, foam on the range, where the polyester and polypropylene materials are made" all day.
• Break out the Tums, because things are awfully gassy over at Air Liquide America.
• If a tree falls in a Weyerhaeuser forest, someone is there to hear it -- and he has a chainsaw.
• Although not a pushover, you can walk all over Wilsonart International.
• Here's a HEICO haiku: HEICO companies/ Providing for jet engines/ In flight or on land.
• American Italian Pasta Company (AIPC) uses its noodle in many different ways.
• The golf industry doesn't mind when Aldila gives it the shaft.
• Rat-a-tat-tat and a ringa-ding-ding. What's that? Answer: The sounds emanating from Pearl, one of the world's foremost makers of drums and other percussion and musical instruments.
• Saint-Gobain Ceramics & Plastics deals powders and crystal, but there's no need to call the cops.
• Pamida Stores Operating Company offers more small-town values than a bandwagon of Republicans on the campaign trail.
• Like a tight end, offshore drilling contractor Transocean dreams of going deep but doesn't mind eating a little mud.
• Rittal me this, Batman!
• Utility Trailer Manufacturing is spreading its own brand of reefer madness.
• Who is the Fresh Prince of Sullair?
• If GrafTech International were a bard, it could wax poetic in an ode to the electrode.
• When it comes to adhesives and vibration control products, LORD knows.
• You might say that Deere & Company enjoys its customers going to seed.
• Pfizer pfabricates pfarmaceuticals pfor quite a pfew inpfirmities.
• Stripping is OK at Spraylat.
• Don't think Seton is

When I worked for a design agency, I had two adamant higher-ups. There was a brand identity project for a new company, and I was in charge of typography, but those two disagreed with my choice of font.

The first one was this stony-looking Peruvian-American man named Esteban Ferrero, but since that's Spanish for Steven Smith, and our company had a rule that everyone has to call each other using nicknames instead of last names, everyone, including himself, just called him Steve. The second one was a Dutch woman with a sharp glare named Evelien van der Berg. She was famous for giving designers a hard time convincing her that their design choices work better than hers. In accordance with the company rules, we called her Eve.

Anyway, I showed Steve my first draft, and he wasn't convinced that I chose LinoLetter as the main font, and told me that I should use a sans-serif font. But I stood by my position that serifs add legibility to printed and digital material, that it fits the company's identity as an organic store, and that it is hard to stand out with a sans-serif. It took a lot of debate, but in the end, Steve was convinced that LinoLetter was acceptable.

A few days later, I showed Eve a more elaborated version, as for the sizes and styles of the font, and the pairing of LinoLetter with Century as the headline font. She insisted that I should have used a sans-serif font for the headline. I expressed my view that LinoLetter is a font with composed and legible shape, and Century, while it is also legible, has flair at larger sizes. She kept disagreeing with me, saying I should use something bolder and more contrasting, like Tungsten. It felt like hours had passed before the conversation went anywhere, so I had to give up and look for a sans-serif font that goes with LinoLetter.

So it goes to show that the one who gave me a hard time was adamant Eve, not adamant Steve.

While preparing dinner, I mentioned how slow her rice cooker was and how I wanted to replace it with mine, which happened to be an Asian brand compared to her American one.

Her response: "Stop.. you're just being ricist".