Presto
Presto! For most, the word presto conjures up all kinds of imagery from daring magicians to witches and wizards popularized in literature and cinema. However, the orgins of this word are lost on many. Presto is actually an Italian word meaning something akin to ‘quickly’ or ‘early’. When you consider the word’s true meaning, it’s plain to see why it has often been such a popular declaration for use by magicians who often spout the phrase just before the crescendo of the magic trick they’re performing.
In more recent memory, Pixar Animation created an animated short in 2008 featuring the name Presto! wherein a demanding magician engages in an on-stage battle of wits with his hungry helper rabbit. (Let’s just say he wasn’t too hot on performing until he got his carrot.) Aside from the common understanding of presto as an expression and its use as a title in various mediums, it is also used in a variety of other contexts. For example, presto is used to describe a starting hand within a game of Texas Hold’em poker of 5-5. It can also mean a musical composition with an incredibly fast tempo, such as ‘Flight of the Bumble Bee’.
There are also at least two towns named Presto- one in Bolivia and another in the state of Idaho. Also, many companies have opted to use the presto. Take for example Presto Food Markets or the game development outfit Presto Studios. Presto! is even the name of a Publix Supermarket ATM Network! It’s plain to see that the word presto has a long history and has been used in many capacities. It’s a punchy word that rolls off the tongue which probably explains why so many are keen on incorporating it into their company logos, products, and services.
