There was a time when lens manufacturers gave their lenses names − the likes of Pancolar (Zeiss Jena), Noctilux (Leica), Biotar (Zeiss), Switar (Kern). In some cases the names were derived from Latin words, which were meant to describe some intrinsic characteristic of the lens. For example Leica’s Summilux. The combination of ‘summi’ (meaning ‘highest point’) and ‘lux’ (Latin for ‘light’) results in the intimation of ‘maximum light’ – referring to the enhanced light-gathering abilities of these lenses. The name appeared in 1959, and has been a staple ever since.

But in the modern era, few companies do this anymore. There seem to be three exceptions: Leica, Zeiss, and Voigtländer, although to be honest, most Japanese companies did not give names to individual lenses. Asahi was the exception with the Takumar line, although it signified a time period and technology more than the characteristics of an individual lens. Leica still use names for historical families of lenses. Some of this may be tradition, helping users to identify certain characteristics of a lens just by reading the name. Zeiss is another company that still names its family of lenses, e.g. Touit (a small Brazilian parrot). Giving lens families names makes things a lot simpler, and also provides a better brand association. That’s why people still remember Zeiss’s Pancolar lenses, or Asahi’s Takumars.

Names existed to invoke some sort of an emotion. Like giving a lens a name gave it a sense of power. It is more likely to be remembered than the modern trend of adding a string of incomprehensible hieroglyphs of abbreviations – something most people forget in quiet quickly. But once you have heard of the legend that is the Pancolar, you are unlikely to forget it. The likes of Pancolar and Flektogon bring memories of lenses with exceptional background blur (aka bokeh), from East Germany. There are of course the classics of German lens design: Zeiss’s Tessar, Planar, Sonnar, or Voigtländer’s Ultron.

Perhaps because there are always new lenses, and it would be hard to keep up with new names? Perhaps in the information age, names have been supplanted by acronyms, and abbreviations? It’s no different to cameras, which no longer have names anymore either. The Ricoh GR series was (supposedly) named after two of the first cameras marketed by Riken Kōgaku Kōgyō, the predecessor of Ricoh, namely Gokoku, and Ricohl. But without digging for it, nobody actually seems to know what GR means.

I would like to see lens manufacturers look at giving lenses actual meaningful names. Not all of them of course, but perhaps families of lenses. Perhaps a line of lenses named after prominent lens designers, like Willi Merté who designed the Biotar for Carl Zeiss in 1927. Or a fish-eye series named after physicist Robert W. Wood who coined the term ‘fisheye lens’ in 1906. TTArtisan has a few lenses with a vintage striped aesthetic, why not give them a name that pays homage to the 1960s lenses? Or perhaps a name associated with the abilities of the lens. Two name suggestions for the TTArtisan 35mm f/0.95 are shown in Figure 3. I’m not suggesting that coming up with viable names will be easy, but once established they will help strengthen brand association.