<em>What’s in a name?</em> A lot, if you’re a designer. First year students in Sean Thorenson’s Typography class discovered that form plays a large part in communicating content. In this exercise students were required to design twelve name tags for themselves, each depicting a distinctly different personality or physical trait. The idea behind projects like this is to help prepare students in choosing or creating type (form) that appropriately communicates the intended message (content). Many designers are tempted, when working with type, to simply use it ‘straight from the tube’, but like any medium it should be worked fully and perfected to visually ‘say’ what it is meant to say.