Over a decade ago, as I embarked on my freelance graphic design journey, I faced the daunting task of choosing a business name. While I had a clear vision of design’s role, capturing its essence in a single word seemed impossible. I delved into the core concepts that shape design, hoping to find a fitting representation.
First ideas
Curious learning not only makes unpleasant things less unpleasant, but also makes pleasant things more pleasant. I have enjoyed peaches and apricots more since I have known that they were first cultivated in China in the early days of the Han dynasty; that Chinese hostages held by the great King Kaniska introduced them into India, whence they spread to Persia, reaching the Roman Empire in the first century of our era; that the word “apricot” is derived from the same Latin source as the word “precocious,” because the apricot ripens early; and that the A at the beginning was added by mistake, owing to a false etymology. All this makes the fruit taste much sweeter.
–BERTRAND RUSSELL
