Free The Name

Background

Free The Name is a research project that explores the complexity of names and where they come from.

We focus on why names are written the way they are today, reflecting on why this can influence their pronunciation, meaning, cultural & personal perception.

Branding

For Free The Name, we sought a strong visual language that demands attention, making space for dialogue while remaining deeply human.

The typeface, Bayard by Vocal Type, carries its own weight in history. Inspired by the signage of the 1963 March on Washington, it embodies the spirit of activism, resistance, and change. Its letterforms feel human, firm yet open, much like the movement behind Free The Name.

Together, the colors and typography create a visual language that is both radical and inviting, honoring the past while shaping a future where names are reclaimed, respected, and celebrated.

The emblem logo features Sankofa, an Adinkra symbol that embodies the essence of Free The Name. Meaning "go back and fetch it," Sankofa represents reclaiming what was lost—perfectly aligning with the movement’s mission to restore the true identity of African names. It’s a reminder that looking back is essential to moving forward, reinforcing the power of self-determination, heritage, and cultural pride.

What is transliteration?

Transliteration is the act of changing words, sounds or names from one writing or language system to another.

This is a very normal practice used by all languages and cultures when adapting words for different linguistic contexts.

However, this process can sometimes create changes that alter the original sounds or meaning, leading to names that may not fully reflect their cultural or historical significance.

Why is it important?

During colonial times, many African names were transliterated for official document registration, divided in branches of standardization to fit each country of colony. The same names would appear in different ways under French, British, Belgian, German rule (etc.), depending on their regularization practices.

Each country prioritized their own understanding and pronunciation based on their official language. This led to the diversification of names or surnames that were originally the same.

Understanding Transliteration

Transliteration happens because of phonetic limitations, script differences, colonial influence, loss of cultural context or misinterpretation.

When applied to naming, this phenomenon leads to personal names that may not fully reflect their cultural or historical significance.

Understanding transliteration helps reconnect to the origins of names, preserving their sound, meaning, and identity.

A Reflection on Identity

With “A Reflection on Identity”. We connect with individuals. Together we explore the origins and stories behind their names through culture, conversations, history and the study of transliteration. We celebrate the new identity with a photoshoot session and a physical event. We document their journeys of reclaiming identity and highlight the cultural and personal significance of names, celebrating heritage and inspiring self-discovery.

Conclusions

Periodically a group of people that takes part in “A Reflection on Identity” to explore the meaning and stories behind their names.

We continue to support defining-self and finding one's own identity.