Matt Gordon is director of naming and writing in the
Chicago office of Landor Associates. As a professional namer, Matt
spends a lot of time explaining his job. Names are the heart of
branding and serve as the most succinct expression of a brand’s
Most recently, Matt named The 606, a landmark public
green space project for the city of Chicago and the Trust for
During his 12 years at Landor, Matt has led major
naming projects in nearly every category from technology and
financial services to consumer packaged goods. He has developed
names for Charles Schwab, FedEx, Johnson & Johnson, Microsoft,
Motorola, Procter & Gamble, Qualcomm, Visa, and countless
Matt has also helped develop Landor’s writing tools
and teams, leading work for Fortune 500 clients including Chase,
Hilton Worldwide, HP, Kraft, and NetApp.
As one of Landor’s most senior namers, Matt has been
widely quoted and interviewed in broadcast and print media outlets
including CBS, PBS, Fast Company, the Chicago
Tribune, and others.
Matt is the rare linguistics and philosophy major who
is lucky enough to put his degree to use every day. He lives in
Chicago with his two sons.