Big-Ass Fans” is a brand name for large fans; the one pictured was spotted at a local IKEA. Colloquialisms, informality, a relaxed public sphere. Shocking? Profane? Normal?

Is this different, really, from the name of the National Pipe Bending Company? The names of each company simply describe their products—one bends pipe, the other manufactures very large fans. Corporate names as windows into the zeitgeist.

Compound brand identities: Did IKEA consider what it might say about its brand image to use someone else’s big-assed product?