Moon by Simaudio Voice 22

LOUDSPEAKER

- ROBERT SCHRYER

I'm picturing a gaggle of cigar-chomping Simaudio execs in an office discussing what to do about the fact that their high-end amplification lines have become so successful that their names have become synonymous with the company. "In the '90s, people thought our company was called Celeste," one floor-pacing exec says, speaking for everyone in the room. "Now they think we're called Moon! How do we fix this?" After much debate, a member shouts: "We add 'by Simaudio' at the end!" The execs hoot, holler, and slap the conference-room table-and thus is born Moon by Simaudio.

A fictional account? Sure, but, as they say in the movies, it's based on a true story. In fact, I intended it as a sort of parable, the message being that we humans always seek balance. The name "Moon by Simaudio" struck a balance, like a see-saw, the two brands pivoting on the word "by."

For those who remain confused about the naming: Simaudio is the company. Moon is a line of products produced by the company. When referring, eg, to the monoblock amplifier we recently reviewed, it's common to write, or say, "Simaudio Moon." That isn't wrong, but "Moon by Simaudio" does a better job of conveying the relationship between the two words, the company name and the name of the line of components.