Place naming can be particularly emotive.
We understand that. When it comes to names, everyone has a view and there is no rule book to follow. Imagine a new grandparent’s reaction to a baby’s name they can’t stand and then multiply it many thousands of times for every person who has strong opinions on a place they have lived near for many years! People, quite rightly, feel a sense of pride in, and ownership of, their local area. Many will want to be involved in place naming, particularly when those names will continue to be used for many centuries.
In every place where we have the responsibility of development, we carry out in-depth research into local toponymy – the study of place and geographic names, including their origins, meanings, usage and types. We have used that knowledge and our team’s experience working in places where naming has been considered successful to create a naming process for extensions to existing places. Every place has its own history, identity and quirks, and this approach ensures that the outcome, although never satisfactory for all, will always be inclusive, relevant and thoughtful.
Our starting point is to try to reflect the organic process by which names evolve in the long-term as places grow with time, despite the accelerated nature of a development. This is crucial. Historically, places have grown slowly, often over centuries. The names within them have developed at a similar pace. As a result, they are relevant and authentic. We are trying to replicate that, helping people to quickly feel part of the new place. This means avoiding a speedy, generic naming processes that puts marketing ahead of placemaking.
We also need to be aware of the pragmatism required to allow a place to function in its early stages.
The principles behind our thinking are that:
- Over time, place names develop around local landmarks, people and activities. When asked where they live, local people will refer to streets, shops, statues, hills and bridges. In the long-term, these give a place its character rather than the name of their borough.
- New places within a larger development ‘appear’ in parcels. Each will have its own landmarks and points of reference from a quirky bend in the road, an owl box or its particular flora and fauna.
- A great ‘new’ place will not be fenced-off or separated in the long-term. Once these parcels are up-and-running, with new green spaces, cycle paths and walkways in place, they will begin to weave seamlessly into the wider development and its neighbouring areas.
As a result, naming should take place in three phases:
1. The development phase
In the pre-build period, the development will have clear boundaries and will require a name for logistical reasons (planning consent, legal framework, infrastructure development and more). When no obvious long-term name is evident, there will be need for a ‘placeholder’ name for the overall development area (before the place begins to develop its own character and quirks).
- That holding name is not intended to be the long-term name and will likely be ignored once those smaller places are built within it. The holding name should, therefore be:
- Easy to reference in the media, meetings and conversations
- Non-controversial
- Geographically logical, providing a reference point for local people and beyond.
- Neutral, with no obvious ties to specific landmarks or places yet to be built within the larger development (not least because this will prejudice the consultation process).
2. Early ‘permanent’ naming within the development phase
During this period, building will continue across the site which will still be known by its placeholder name. However, as smaller ‘parcels’ of land are prepared for residents, some permanent names will be required.
- Wherever possible, we want permanent names to evolve organically (as they have in places that have grown slowly over time). However, some names are needed before the first residents move into new homes to enable the community to function. These include:
- Streets
- Schools / Health Centres
- Local shops and services
- Certain parks and sports grounds
- Distinctive local areas within the larger place.
- Naming them should be unhurried, consultative and local.
- There is a balance required between:
- Creating ‘themes’ that link different areas across the development
- Ensuring that each area has its own distinct personality
- Allowing some elements to develop their own names organically over time
- We undertake deep, local research before beginning to suggest specific names or themes. The names put forward for consideration could include the place’s:
- History and historic landmarks (ancient gates, local trades)
- Geographical features (bends in streams, mounds and views)
- Outstanding local people (pioneers, public servants)
- Architectural styles
- Community attractions (a park, cricket pitch, allotment etc)
- Other local traits and quirks (flowers, local apple varieties)
- Neighbours, local community groups and councillors should be consulted for initial thoughts and their reaction to ‘short-listed’ ideas both online and in person. Useable options should each be presented with their context explained.
- Clarity is crucial: names that can be mistaken, easily misheard or confused with nearby places must be avoided. Although we have control of the naming process across the site (and can ensure that they are used by housebuilders), we must:
- Present them to the emergency services who can veto anything that could create confusion or risk
- Ensure they pass the clear and logical ‘envelope test’.
- There should be clear communication throughout the process, including a transparent explanation of why choices have been made. This should be followed by immediate changes to signage and maps once names are agreed and announced.
3. The long-term evolution of the naming process
With the entire development complete, we anticipate the temporary development name falling away as ‘site’ boundaries disappear and the community begins to develop its own informal names to describe local places. In time this will create an authentic sense of local ownership and useability.