In praise of … the right name

http://www.theguardian.com/commentisfree/2013/sep/30/in-praise-of-right-name

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The naming of things is the keystone of almost any project, especially one that needs branding. It's the kind of decision that would be exhaustively researched: think Concord (with or without the "e") rather than the doomed "Chunnel". Or, to be more contemporary, think poll tax versus community charge, bedroom tax against, well, withdrawal of housing benefit. Getting it right is so important. How odd, then, that the supersonic car under design in Bristol (singled out by George Osborne as a symbol of British scientific endeavour) has been named Bloodhound. It looks ferociously sleek and powerful, and so unlike a lumbering bloodhound, dressed in its oversized skin, that its name must have been given in the playground tradition of opposites. Unless it's a bit of a play on the idea of relativity, since to be a bloodhound's target in a manhunt must surely be to gain a unique appreciation of its capacity for speed.

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