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Lead Image

This workbook for naming companies and products comes from the Creative Director at Berkeley-based naming and branding firm A Hundred Monkeys, Eli Altman. From the foil-stamped cover through the two-color printed pages this book is a quality piece of work. Boon Design nailed the workbook look and feel with sturdy materials, large type, and retro illustrations. We are particularly fond of the depth and creativity printed in only two Pantone colors. 



ExtraCurricular Press

Quantity Produced


Production Cost

Production Time

4 months

Dimensions (Width × Height × Depth)

6 × 9 × 0.5 in

Page Count


Paper Stock

Number of Colors




Casebound with head and tail bands.


Fakt Slab Pro
Fakt Pro

This piece is available for purchase for $31.99

Don't Call It That: A Naming Workbook
Don't Call It That: A Naming Workbook
Don't Call It That: A Naming Workbook
Don't Call It That: A Naming Workbook
Don't Call It That: A Naming Workbook
Don't Call It That: A Naming Workbook
Don't Call It That: A Naming Workbook ---

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Project Description

DON'T CALL IT THAT is a step-by-step workbook that will guide you through the naming process. A Hundred Monkeys Creative Director, Eli Altman, will help you develop attention grabbing names that speak to your audience and establish the seed of your brand. The design approach was to make a workbook that is useful, engaging, and able to speak to a widely diverse audience.

Production Lesson(s)

Asking for loose color, even on simple two color spot illustrations, is always a good idea.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

March 24, 2014


Filed Under

Foil stamp


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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.


Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.


The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.


Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.

The End