Name

One of the more painstaking memories of my childhood is not that a boy pushed me on the playground one afternoon in 5th grade, or that I once had a sleepover where I invited a mixed group of friends who instantly hated each other, thus invoking a lifelong fear of events where people don't know each other to begin with. It's that my name is and has always been difficult to say or spell. I don't think you truly realize that fact until you look at a delivery receipt and see "Juslen Eu" in the To: field. Talk about a case of mistaken identity. 

When you meet someone for the first time, one of the initial things you do is introduce yourself. When you take a test, the first thing you do is write your name. When a baby is born, one of the first acts of passage is giving he/she something with which you can call. So many emotions surround what you are identified as, that having someone mispronounce or misspell it can be a buzzkill.

How does one cope with this? By taking charge of the situation of course, and that's exactly what Brazilian graphic designer Guilherme Dultra Villar did with the identity of his personal studio. Guilherme provides a phonetic pronounciation of his first name in a way that makes it instantly clear as to how you say it. Instead of having future prospects be embarrassed of completely butchering it or waiting until they do to correct them, he proactively gives a helping hand in a smart and friendly manner. Using neutral colors such as dark gray and muted yellow along with a middleweight sans-serif typeface like Berthold Akzidenz Grotesk ensures that the introduction goes smoothly and the transition to his work is seamless. 

What have I done? When all else fails, I go by "Jess". Especially in Starbucks.