In October 1955, shortly after winning the Pulitzer Prize, Marianne Moore was approached by the Ford Motor Company to help devise a name for a new series of cars. “We should like it to have a compelling quality in itself and by itself,” wrote marketing research manager David Wallace. “To convey, through association or other conjuration, some visceral feeling of elegance, fleetness, advanced features and design.”
Moore accepted the challenge and contributed her suggestions throughout the year that followed.
See them at Futility Closet