If one is founding a company or starting a brand or somesuch, one has to have a trademarkable name. I can respect that. Here’s what not to do, though: take a word out of the dictionary and just misspell it.

The good folks at Axium have obviously spent a lot of money on their shiny website. Too bad no one cares, because they can’t even spell axiom! It’s not snazzy, or jazzy, or even hi-tech. It’s a 4th grade mistake at best and it makes them look like a bunch of ignorant yokels.

I’m sure there are other MizSpelt™ brands out there, but this particular one seems to have legs. I know we’re having trouble getting kids to read at grade level, but if this is what we have to show for our efforts, maybe we should just give up and get rid of compulsory education altogether.

(none of this is meant to suggest that I don’t enjoy creative misspellings as much as the next guy, though)

evan :: Feb.12.2004 :: NetBits :: 1 Comment »