We have created hundreds of names over the years. And do you know what we learned? A name is the first ethical choice a business makes. It can be creative, funny, or unexpected. But it should not sound awkward, mislead people, or offend them.

Here are the criteria we developed.

Transparency. A name should not promise something that does not exist. Calling a company “EcoLogic” when it has nothing to do with ecology is misleading. Sooner or later customers will notice, and trust will collapse.

Respect for culture and language. We check names for negative associations in target regions, accidental similarities to offensive words, and cultural appropriation. This is not paranoia; it is respect for the people who will use and pronounce the name.

Trademark viability. If a name cannot be protected as a trademark, you risk losing the brand or becoming dependent on someone else’s reputation. Criteria for evaluating trademarkability and advertising potential are widely discussed in naming ethics literature. We always check this before registration.

Longevity. Trends for “funny” or slang-based names pass. An ethical name can live for decades. We try to think ten years ahead.

💡 Key idea: A brand name is a promise you make every time a customer says it. If the promise is not kept, the name becomes a reminder of disappointment. Naming is therefore not just creativity; it is responsibility.