Naming Strategy
Before a logo, a brand starts with
a name.
We craft names that feel
distinctive,
credible, and easy
to use. Then we help
secure
them before you commit.
A naming method based
on a set
of clear and
complementary criteria
Meaning
We define what the name should express, and the role it needs to play in your brand story. Clear intent first, so creation stays focused.
- Success criteria and constraints
- Semantic territories and directions
- Fit with positioning, tone, and ambition
Form
A name is read before it is explained. We test its typographic shape, rhythm, balance, and usability across real contexts.
- Length, letter rhythm, readability
- Case variants and abbreviations
- How it behaves in a wordmark, URL, product range
Sound
We assess how the name lands when spoken. Pronunciation, flow, memorability, and potential confusions, across relevant languages.
- Pronunciation and ease of use
- Phonetic clashes and homophones
- Clarity in conversation and word of mouth
Connotations
We review what the name suggests beyond its literal meaning. Associations, cultural references, unintended readings.
- Positive and negative associations
- Double meanings and cultural signals
- Alignment with your audience and category
Differentiation
We map the naming patterns of your market to avoid the obvious and strengthen distinctiveness.
- Competitor naming landscape
- Areas of similarity and confusion risk
- Opportunities to stand apart
Checks
We check availability across the channels that matter before you commit.
- Web presence and existing uses
- Social handles
- Domain availability
- First pass on trademark databases such as UKIPO, EUIPO, INPI
Legal
For a higher level of certainty, we involve an IP specialist lawyer to assess risk and guide trademark strategy.
- Clearance and risk assessment
- Trademark filing strategy, classes and territories
- Support through filing and follow up as needed