Dr. Hans Jenny (1904-1972) conducted a series of experiments called Cymatics that used audible sound to excite powders, pastes and liquids into life-like flowing forms. The matter would take a particular shape depending on the tone:

Dr. Masaru Emoto discovered that crystals in water changed shape when specific concentrated thoughts were directed towards the water or words placed on its container. For example, placing the word "love" on a container of water would always result in the same shaped crystals being formed:

above: crystal in water that was exposed to a label of "love and thanks."

I preface with this to illustrate that everything in physical reality has a shape and tone (and color), including words. Consider this in the context of electomagnetics when thinking about what to name your band or project. The frequency of the name is what will resonate around it and be attracted to it.

For example, I once put together a brilliant band, who decided to call themselves "Spontaneous Human Combustion." Long story short, they spontaneously combusted in the middle of a label bidding war. Separate events with individual members led to a sudden break up shortly after they'd named themselves (all was amicable.) "Failure" also always stood out to me as a curious name choice.

Obviously, the same principle applies with logos and artwork - and many other things. ;) 

For more information on Drs Jenny or Emoto's works, there is plenty available on the internet, books and videos.

May not be republished without written permission.