Full Idea
An object can be determined in different ways, and every one of these ways of determining it can give rise to a special name, and these different names then have different senses.
Gist of Idea
Any object can have many different names, each with a distinct sense
Source
Gottlob Frege (Letters to Jourdain [1910], p.44)
Book Reference
'Meaning and Reference', ed/tr. Moore,A.W. [OUP 1993], p.44
A Reaction
This seems right. No name is an entirely neutral designator. Imagine asking a death-camp survivor their name, and they give you their prison number. Sense clearly intrudes into names. But picking out the object is what really matters.