"Swedishly" correct

November 11, 2018 1:52 PM

I know this isn't Swedishly correct, but how wrong is it? Or how weird to use this word this way?

So I was brainstorming names for a small office practice (think like a yoga studio), and I thought of using the name "small" somehow, to reflect the studio size. I encountered the Swedish word "små" and really liked it. I am actually of some Swedish descent and the practice offers some services with the name Swedish in it. And I like that it resembles the English word small well enough.

I found out that små is actually a plual absolute however (of the word liten). But liten doesnt fit as well for me. Im not used to confronting a singular versus plural adjective so I'd like to know how wrong/strange/Swedishly incorrect it would be to call something Små (Yoga Studio) if the studio is in fact small, but is a singular entity?

posted by cristalina to Writing & Language (10 answers total)

It would be rubbish, but you shouldn't worry about it.
posted by mumimor at 1:57 PM on November 11, 2018 [1 favorite]

Probably not important, but you probably want to know that å is more or less pronounced like o as in go (but without the diphthong), not like an English a.
posted by brainmouse at 2:05 PM on November 11, 2018 [5 favorites]

Brand names don’t have to make sense in any way. They just need to be evocative and memorable. Go on with your små self.
posted by ejs at 2:05 PM on November 11, 2018 [1 favorite]

I don't speak Swedish (though briefly lived in Sweden), but this Swedish baby brand seems to also think Små is a good name.
posted by pinochiette at 2:05 PM on November 11, 2018

I would wager that if you were to use your proposed name you would have possibly one client ever who would know that it's not technically correct but even so they would be drawn to your studio because hey, they know Swedish and your studio has some kind of Swedish connection. I say go for it.
posted by HotToddy at 4:10 PM on November 11, 2018 [2 favorites]

With mumimor on this, its Häagen-Dazs, but hey, who diesnt love Häagen-Dazs? If you can say what you like about it maybe we could brainstorm further with you? Pytte is a great word otherwise.
posted by Iteki at 6:23 PM on November 11, 2018 [1 favorite]

I actually think it's really weird. Since Swedes are not exactly oppressed, I don't think it qualifies as cultural appropriation, but it certainly rubs me the wrong way (especially if the intended pronunciation is sma).

I think it works with the children's clothing brand because små there implies små barn, små kläder (small children, small clothes), etc. so it kind of makes sense.

How about Lilla? This is actually how you'd use the word liten in your context (den lilla studion, den lilla stugan, den lilla salongen, etc.). It's more grammatical, still cutesy and the pronunciation is less likely to be butchered by your clients. Maybe not as "exotic" but probably easier to search for on Yelp...

All that said, I don't think many of your clients will actually speak Swedish(?) so feel free to ignore the above. I've noticed quite a few storefronts here in NYC randomly replace a in an English word with å or ä which looks ridiculous to me but seems to work for them I guess...
posted by yonglin at 12:46 AM on November 12, 2018 [3 favorites]

If you'd call it studismå (pronounced, as should, studio, with "sm" inserted after the "i") or småffice (sm-office) you'd be fine because it's nonsense no matter what.

About the cultural appropriation factor: This is the country where literally anyone could [burst into song, yeah that too, but, no:] throw in some random badly-pronounced English sound bites mid-sentence for anyone to guess what that was all about. You'd be giving the Swedes something of their own back. Just gå for it.
posted by Namlit at 5:29 AM on November 13, 2018 [1 favorite]

Tangential answer: we used a foreign (German) word as the name for our company once, and it was a bit awkward for everyone because no one knew how to pronounce it. It put an instant stigma on our brand. So my two cents is this: if your business will rely on word of mouth at all, be sure it's a word that mouths can say.

Hope this isn't dream crushing...I like the name, FWIW!
posted by nosila at 10:07 AM on November 13, 2018 [1 favorite]

Go for it! Why not! Scandinavian things are trendy at the moment, so maybe you should capitalise on that!

Just wanted to add that what Namlit said is so true -- their response made me laugh so much. The Swedes are obsessed with English. I come from an ex-colony and English has been my family's first language for centuries yet when I am in Sweden they are shocked that I (I am South Asian) can speak the language "so fluently". I am often praised for my English there. Things like: "How can you be so good at English?", "You have to be very gifted at languages because you don't make mistakes when you speak". I used to get annoyed but now I just find it hilarious that I have to constantly explain that I am a product of hundreds of years of colonialism. But yes I digress.

Also, you know how some brands and companies in the English-speaking world add French to make things all fancy, like how beauty brands have French on their packaging (even if they are not French brands) or how brands and companies add "depuis [insert year]" as a tagline. Well, in Sweden they do that in English: "Since [insert year]". You can go to the Apotek (pharmacy) here and get products with English words plastered all over them: HAND CREAM, FACE CREAM, SUN CREAM, FACE CREAM FOR MEN. It's so ridiculous. Have a look: https://i.ebayimg.com/images/g/xogAAOSwLaZZtY8b/s-l300.jpg

So yes, do what you want. If you want to honour your Swedish heritage and want to build a brand around a Swedish word: go ahead! :)
posted by dostoevskygirl at 5:27 PM on November 27, 2018