Image is everything in sales, so we probably shouldn’t be surprised by the weird and wonderful names developers and ad-agency execs dream up to hawk condo buildings. Many of these monikers make us laugh, cringe, or roll our eyes, and a few we even like. Over the next few weeks we want to share some with you, and hear from you on names you like or hate, and why.

Today’s name: Vetro. When we heard this one we instinctively reached for a medical dictionary, thinking the word referred to a form of artificial insemination or an obscure infectious disease.Turns out it’s Italian for glass, the main building material in the new South Loop highrise that bears its name.

To the more cultured it may well sound hip and European and distinguish the building in the crowded South Loop market. But for philistines like us whose working knowledge of Italian runs from Alfredo to Zabaglione, it didn’t hit the mark.

But we guess developer Roszak/ADC has achieved its goal – we are talking about the place, after all.