There are two problems:
- schedule: even if the selection of the release name was moved near to the
development cycle start trying to help the Art team, it still was quite
late;
- for F9 we really tried such a tie, integrating sulphur crystals in the
graphics, but the feed-back was negative so we took it down at the last
minute. You can't link a good theme with any name (Cambridge is also tough
from this point of view - use a stylised version of the university? a
science lab? - not many options).
I suppose reversing it and doing the artwork first and basing the name
of that isn't an option because of the legal problems it would cause?
Jon