Computer spells disaster for consultancy names

Consultancy names in the design industry can be a bit difficult to get your teeth round – not compared with our comrades in advertising, of course – and they are certainly no friend of the Apple Mac spellcheck.

A bemused Design Week machine recently spat out Wolff Olins in disgust, offering Wolf Loins in its place. Equally irrational alternatives include Jones Knolls Retch, Fiche, Identical, Depend, Mineral Tattersfield, Bradley Welder – which sounds like a character out of Viz – and the elegant Barber Forsythia.

Our computers may be getting more sophisticated, but they have a long way to go before acquiring a sense of humour.

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