It was time for the company formerly known as Corning Consumer Products Company (makers of Pyrex, Corelle, Corningware, etc.) to change its name. We joined in the search and analysis with CCPD's manager of design, and Metaphor Name Consultants of San Francisco. Design played a key role in determining the winner: we developed and presented logo variations for five finalist names; World Kitchen was the winner. The new name and logo were determined to be confident, descriptive, memorable and elegantly simple.