New corporate identity sample iteration of name candidates

First Iteration Name
Presentation on
behalf of a public
paper manufacturer
A New Corporate Identity

2
Our Process:
The First Stage of Name Creation
Name development will be performed through an iterative process with the Paper Company project
team. Our process is participatory by nature because it will ultimately be the company team that
lives with the name, making your feedback crucial.
Identifying words or styles we may want to expound upon, our creative team will present names to the
Paper Company project team in successive steps. The first iteration will contain thirty to thirty-five (30–
35) brand name candidates. The names in the first iteration should be viewed as a platform for
determining overall direction for the successive iterations. For this reason, the first iteration of names
will include a very broad range of concepts and word types aimed to understand the preferences of
the team. Successive rounds will be further tailored toward the likes and dislikes of Paper Company that
we will have uncovered during the first iteration.
We will perform multiple iterations, generating 30-35 new candidates in each round, and providing
strategic rationale, linguistic analysis, and inference assessment behind our candidates for each list.

3
Our Process:
Cross-Linguistic & Legal Sensitivity
For this initiative, we will assess cross-linguistic viability for each of our created names, focusing
particularly on the Japanese language landscape, as well as other global languages. We will pre-screen
for any unwanted connotations or associations in Japanese and other languages, and take into account
how each name would be transliterated into Japanese, as well as articulated through the influence of
Japanese phonology.
Our creative team will continue to develop lists of potential names until we generate a finalized candidate
list of the ten to twelve (10 – 12) mutually agreed-upon corporate identity name candidates. We keenly
understand the delicate nature of this project and will be hypersensitive throughout our process to pre-
screen for legal availability.

5
Amentum
Recalls “amend”, as improvement and betterment. It also signals “momentum”, the impetus of a body in
motion, or an idea, or a course of events. The cadence of “momentum” gives the name force and strength,
imparting the speaker, employee or customer, with a sense of action and affirmation. Latin roots and “um”
suffix give this word academic integrity and grounding as in its sense that it is like a periodic element.
Amend infers improving, bettering, and a healing sustainability and responsibility. Beginning with “A”, this
word is affirmative. The “ment” morpheme reminds of “mentor”, as in an experienced or trusted advisor.
The word is excellently balanced and phonetically viable. The closed coda gives this name a natural
corporate identity feel.

7
Viant
This word is strong and authoritative, in look and feel. One can easily imagine it in a city skyline. It is
almost onomatopoetic in its robust-sounding character. It reminds of “viability” and “vitality”. Broken
down further, “via” also suggests forward movement, translating to the way or path, offering guidance.
Beginning with “V” and signaling life and influence, this is a powerful 5-letter corporate identity. The “ant”
ending imparts a solidness and grounding, while the “vi” word part is phonologically associated with “vie”,
to strive for victory or superiority. The “ian” morpheme found internally in this neologism, as a noun, means
“one from”, belonging to, or like.

9
Apte
This name is the vocative masculine singular of aptus, which is Latin for ready, suitable. This name functions
as a neologism that is a modification on the common usage word, “apt”, meaning appropriate, suitable,
and qualified/skilled. “Apt” also signals “aptitude”, a natural ability to do something. This is a short, potent
name denoting skill and expert quality. Beginning with “a” gives this word an excellent sense of recall and
affirmation, and the added “e” to the end gives it a touch of sophistication and grace. Sharp and straight-
forward, this name would draw attention to itself on a list with its competitors.

11
RiverStone
This hybrid neologism signals something that stays grounded and assured despite the fast moving
times. Composed of the common usage words “river”, meaning a flowing body of water, and “stone”,
an indestructible rock formation, there are many references to continual forward movement, as well as
sturdiness and longevity – all rooted in nature. Very evocative story potential for this name and readily
familiar. Real words translate to “kawaishi” in Japanese, otherwise “ribasuton”.

13
Vertial
Elided version of “vertical”, signaling top, premium, and height. The “vert” morpheme means green in
French, connecting to the company’s mission of sustainability. “Ver” also suggests confirmation and
denotes verity/veracity, meaning truth. Broken down even further, “ver” signals “very”, giving this name a
superlative quality. The “ial” suffix gives the word an adjectival quality, as adjectives are often structurally
composed this way in English. This ending also suggests movement along an axis, as in global. This word
comes from the Latin verticalis, or vertex – the highest point or apex. The word looks and feels like a
common usage word, giving it credibility and easy adoption into the lexicon.

15
Ovol
Visually, the two “o”s in this word may symbolize global reach, imparting great logo potential. Representing
the globalization of the group, this could function as a visual moniker as well as a striking ticker symbol.
This neologism reminds of the shape, oval, and of orbit, giving this a literally “worldly” quality for a company
that will be global in nature. Repetition of “o” aids recall and provides intrigue both aurally and visually.
“Vol” morpheme refers to “flight” in French and many Romance languages, inferring aspirational qualities
and forward movement onward and upward into the future. This word packs much story potential into an
intriguing 4-letter name.

17
Corvus
This is a common usage word for a bird associated with prophecy and sacred to Apollo; also a constellation in
the southern sky, which gives this name a “beyond” quality as well as inferring guidance. This word immediately
signals “core”, relating to the core of the Earth or to the core of all human beings and life on this earth.
“Cor” signals “heart” or “core” across many languages, especially Romance languages. This word also subtly
reminds of “curve”, suggesting that “we”, or “us” are ahead of the curve. This is a brand that connects directly
with the individual. The “us” ending gives this a sense that it is derived from Latin, and is thus academically
grounded. This provides strength and soul to a globalized company that wishes to be personable but also
universal in nature.

19
SynSato
This word translates to “sensible” in Spanish and Latin, giving this an immediate feeling that you can connect
with this name. This company therefore is a sensible one that acts in a sustainable manner, and can be
trusted. The name translates perfectly in Japanese phonetics. It can be read as “sensei” + “to”, implying
teacher, wisdom. The “syn” word part also relates to “synthesis”, “symbiotic”, and “synergy”, symbolizing all
the parts of the corporate group coming to a whole. With two capital “S” applications, there is much visual
intrigue and balance afforded by its alliterative quality; the name is orthographically striking. This name tests
extremely well for associations with “sensation”, “sensibility”, and “sensational”. Satō is the most common
Japanese surname; it is often Romanized as Sato, Satoh, or Satou. It is pronounced as “sato”. Aurally, the
“syn” phoneme sounds like “sun”, relating to themes of central, centrality, and energy. Its appearance in
newspaper or as a sub-descriptor attached to other companies (“Blank, a SynSato Company”) would bring
heritage without being too blatant.

21
Eyan
This 4-letter neologism is short, simple, and reads as “eon”, speaking to durability and longevity for this
company’s future. This name also reminds of “eye” in its orthography, relating this name to the organ of vision,
and more metaphorically speaks to the company’s vision and sense of innovation now and into the future.
The word also looks and feels a bit like an eastern surname, giving this intrigue and credibility. These features
make the name easy to articulate cross-linguistically and also aid in recall, similar to Sony, another 4 letter
neologism that contains “y” and “n”.

23
Priam
This 5-letter name is very close to “prime” and “premium”, and sounds almost exactly like these superlative
qualities. The “iam” suffix gives this word a grounded quality, pronounced as “ium”, as in “grounded”, “of the
earth”. This word is supportive and “primary”, as the company aims to be, in a global sense. Orthographically
and visually, the name looks like “prism”, a transparent optical element that reflects light; great logo potential
can be derived from this likeness. Priam was also the King of Troy during the Trojan War and youngest son
of Laomedon. Modern scholars derive his name from the Luwian compound Priya-muwa, which means
“exceptionally courageous”, speaking to the group’s commitment to its values.

25
Wellfleet
This hybrid neologism speaks to power, movement, wellness, and strength now and into the future. Because
it is composed of common usage words (“well” and “fleet”) with which we are familiar, this gives it immediate
comprehensibility. “Well” refers to well-being; also excellence, best, superb. It also refers to the idea of being
natural and sustainable, coming from the notion of “well water”, subtly evoked in this name. A “fleet” is a group
of ships/vessels or vehicles working together under the command or ownership of one company. This word
represents solidarity, a collective force. The name’s salutary nature also gives it a life and optimism. In a literary
sense, the name means swift in motion, moving with velocity, light and quick in going from place to place, nimble,
fast. A fleet unifies, builds teams, and sets sail, imparting this word with a confidence that would translate to
organizational morale and spirit.

27
Lineo
This name speaks to heritage and “lineage”, as well as alignment, strength, and durability. Contained within
this neologism is the common usage word, “line”, relating to mathematical linear form and function. This word
also contains the morpheme “neo”, meaning “new”, denoting innovation and staying current/relevant. This
word is completely fluid from an articulatory standpoint; aurally, it sounds like “lineal”, meaning in a direct line
of descent or ancestry, speaking to heritage. The “eo” ending of this word and its composition more generally
could subtly remind of “oleochemicals”, which, along with other biologic materials, are used for paper and
pulp engineering. A modern but stable name that can easily be seen on a shipping container or stationery.

29
Cedrus
This word is the Latin word for “cedar”, the genus of coniferous trees that is one of the strongest, hardest
woods on earth. These trees evoke imagery of nature and concepts of life, growth, and beauty, as well as a
relationship with paper and pulp, the business origin of the group. These themes also speak to the concept of
“green” and sustainability. Cedrus is also used to preserve and anoint books to preserve them from damage.
Cedar is a cone-bearing plant with vascular tissue, containing strong roots and a powerful foundation to carry
into the future. The “us” suffix signals Latin roots and academic character, while keeping the name grounded
as a corporate identity. The repetition of the “s” sound that begins and ends this word is aurally appealing and
it gives the word a sense of strength and closure. A well-positioned name that would lend internal foundation
to the organization.

31
Crescent
Star
This two-word brand is composed of two common usage words and it is very evocative. There is much story
potential surrounding imagery of the moon as a crescent, the stars, and depth/breadth of the galaxies. This is a
name that leads, guides, and navigates a passage or constellation. From the Latin crescens, the present active
particple of crēscō (“arise, thrive ”). In Latin, the third-personal plural future active indicative means: “they
will come to be”; “they will become visible, they will spring from, they will arise, they will come forth”; “they
will increase, they will rise, they will grow, they will thrive, they will multiply, they will augment”. Graphically, a
star (or stars) and crescent in combination form the basis of symbols widely found across the ancient world.
These symbols are contemporarily used in the flags of many eastern nations. Referencing forces and bodies
of such immense proportion gives this name a feeling of universality and “beyond” character. Also, remarkable
logo potential that has the opportunity to become singularly iconic and could communicate an understated
elegance across all group material (cards, stationery, pens, etc.)

33
Epyx
This 4-letter neologism says radical, next generation. It is exciting and literally says “epic”, but ends with
an “x” giving this a more intriguing plurality than the typical plural orthographic representations. This word
extends beyond the ordinary. An Epic is also a literary work, in elevated or dignified language, celebrating the
feats of a deity or demigod (heroic epic) or other legendary or traditional hero. Relating to “epoch”, this word
also refers to a period of history, especially one considered remarkable or noteworthy; also, a notable event
which marks the beginning of such a period. From both Latin and Greek, “the point at which it seems to halt
after reaching the highest, and generally the place of a star; hence a historical epoch.” The word also signals
“effects” subtly, giving it an extra-special, extra-futuristic sort of sense, assuring that this brand will last far into
the future. Since the name is so much like “epic” it will be easily adopted into the lexicon. Use of the letters
“y” and “x” is unusual and distinctive, giving this potential to be a striking ticker symbol.

35
Modiant
This word speaks directly to characteristics dealing with basic substances made sustainably from elements
found in nature and used to engineer paper and pulp. This word relates directly to “mode”, a particular means of
accomplishing something. It also signals “most” and other common usage words that deal with functionality as
well as superlative qualities. This word sounds like a common usage English word, due to its familiar adjectival
structure, with the “iant” ending. It is well balanced syllabically and completely fluid from an articulatory standpoint.

37
Synoble
This word evokes great nobility and legacy. It also sounds like it could be the surname of a famed scientist
(such as Alfred Noble). The “syn” morpheme relates directly to mathematical concepts, giving this name a
grounded, trustworthy, and academic quality. It also immediately signals “synergy” and “synergism”, word-
forming elements meaning “together with, jointly; alike; at the same time”. It is also sometimes completive or
intensive, from Greek syn: with, together with, in the company of. The two word parts, “syn” and “noble” flow
directly into one another, and naturally connect from a phonological standpoint as well as a conceptual one.
The “obl” word part subtly signals “obelisk”, providing referential imagery to a tall, architectural monument.
Would look lasted and established on a building, and reputable to new clients.

39
Centium
This word evokes “century”, giving this brand an immediate sense of longevity into the next century and
legacy from its success in the previous/current century. “Cent” also signals “center” or “central”, relating to a
sense of being at the center or the forefront of industry and innovation, as well as relating back to the center
or the core of the earth or the individual. “Central” also denotes a topic of particular importance, being the
most important, having or containing the center of something, or being key to something. The “ium” suffix
keeps this word grounded and gives the word a further sense of durability and a corporate identity feel.

41
Valliant
This word denotes pride and valor, as well as connoting “value”, “ally”, “alliance”. It is a very powerful
neologism in that it neatly encapsulates these positive and powerfully relevant thematic attributes. It is a
modification on the common usage word, “valiant”, giving it instant comprehensibility and accessibility –
“braveness”/”courage” to last into the future, with not one “l”, but two. It also relates to “alignment” and trust
of a company that is responsible and grounded in its product and practice. Its inclusion, aurally, of “ally”
makes this word approachable, directly connected with the individual.

43
Persel
This neologism makes you think of “parcel” and “personality”. There is an intimacy about this word, which is a
positive quality, as people’s use of paper can be intimate and as it is often a signifier for something special (a
letter, a package, a card). It also contains the morpheme “per”, signifying “by means of”, which is a powerful
functional quality for a corporate identity. The word also signals “universal” in its aural character. The “el”
suffix gives this word intrigue. The “P” would also give it an alliterative quality if also articulated with “pulp”
and/or “paper”. A beautiful, elegant, and poignant name.

45
Universyl
This modification on the common usage word “universal” speaks directly to the global nature of this company,
in geographical scope as well as from a product perspective. The use of “y” rather than “a” gives this extra
defensibility as well as visual intrigue. “Ver” morpheme is defined as truth, while “vers” is song. Communicates
core message orthographically due to its similarity to “universal”, making it easy to adopt as well as comfortable
in many different contexts for introduction. The word also aurally reminds of “versatility”, meaning capable of
doing many things competently; having varied uses or serving many functions; capable of moving freely, in all
directions -- an apt association for the group.

47
Acrospire
This is a common usage word that, in botany, denotes the first sprout appearing from the germination of a
seed. This word evokes visual imagery of powerful architecture, literally a tall spire. This connotes “premium”
and “best-in-class.” The word aurally reminds of “atmosphere”, speaking to the global scope and capabilities
of this company, and providing a sense that this is a “beyond brand.” Beginning with “a” always aids recall.
This word is syllabically very well balanced, both visually and aurally, and intuitive to pronounce. Broken
down morphemically, “Acros” provides an inference to the Greek word for the high point in a town, as well as
similarity to the word “across”, signifying pan-global and the transcending of boundaries. Intra-lexically, this
word also houses “aspire”. It is alliterative and powerful as a corporate identity.

49
Stratagen
This neologism immediately signals “strategy” and “strategic.” The word “strata” is also contained within this
name, denoting fundamental layers of rock and solid formations, but also referring to a paved road or passage.
The word relates to “stratosphere”, imparting associations of height and the peak. “Stratus” clouds are also a
genus of clouds that look to be horizontally layered; the relation to clouds gives this name a “beyond” quality.
Stratus also infers spread out, covering, expansive – which all are associated with a global reach. “Gen” ending
speaks directly to people and to the “next generation” of durability. Terrific phonetic viability with two popular
phonemic and morphemic parts put together in a fluid way.

51
Kova
This 4-letter neologism is distinctive and powerful. The hard “k” sound starts this word in a declarative
manner. The word sounds like “cove”, speaking to nature and sustainability as a small type of bay or inlet,
giving the word an intimate quality that is observed in group names such as “Sony”. Linguistically balanced
both in phonological and visual sense (CVCV) with an internalizing sound symbolism afforded by the full “o”
sound and vibrated “v”, imprinting personable warmth. Like Sony, it is easily extendable, but very distinctive
(“Kova Paper”, “Kova Green”, “Kova Group”).

53
Banyan
This is a common usage word for a type of fig tree, which happens to be the national tree of the Republic of
India. The tree is known for its aeriel prop roots, which are a web of roots that take over the function of the
trunk. This particular aspect speaks to the unifying web of companies that create the strong foundation that
is the group. Also, the roots are far-reaching, speaking to the global coverage of the group. This name also
recalls American folk legend, Paul Bunyan, subliminally inferring trees again. Trees are the source of paper
and pulp, and also signal sustainability. Great messaging potential for this brand. Perfect syllabic balance with
ideal vowel consonant alternation within each phoneme (CVCCVC) and intra-lexical rhyme scheme makes for
easy articulation cross-linguistically. “Banyan” translates to an “Indian trader, merchant, cashier”. Translates
perfectly into Japanese phonetics as is.

55
Prolius
This word signals “professional”, “proven”, and simply, “pro”, all morphemes that denote positive attributes of
success and skill. “Pro” also connotes prolong (to lengthen in duration or extent, to protract). It also represents
prolific and proliferation – to grow or multiply, increase or spread at a rapid rate. The “lius” ending refers back
to Latin roots and gives this a quality of being a mythological character, hero or planet. Linguistically well-
structured with great phonetic viability and phonemic simplicity.

57
Certium
This neologism signifies “certainty” and “certify”, lending credibility, decisiveness, and expertise. It is a name
with a lasting character. The “ium” suffix gives it a grounded quality and makes it sound like a trusted
corporate identity. The “ium” also places the word in direct relation with mineral and element nomenclature,
imparting an “of the earth” quality. It also sounds like “assertion”, giving it an assertive and powerful sense.
Great aural comprehensibility and phonetic viability.

59
Avance
This neologism speaks to “advancement” and literally means “advanced” in French, speaking to the group
name as relevant. “Ava” is a prefix that denotes “all”, speaking to the global nature of the group and what
it encompasses. This name denotes “advantageous”, having a clear advantage over others; competitive
superiority. It is a short name beginning with “a” which will make it easy to recall. It is very fluid and easy to
articulate. Also connotes “aviate”, inferring flight and aspirational associations. Two syllables, with a heavy
stress on the second, give this name and the group as a whole, weight.

61
Qualitas
In all languages in which it is a word, it translates as “quality”. “Qualitative” is also inferred, recalling human
qualities and warmth. Would translate in Japanese as “Kuwaritasu”. The “itas” ending gives this a Latin
and academic quality, and actually means “quality” or “property” in Latin. Excellent syllabic balance and
phonemic simplicity, intuitive to pronounce, and readily meaningful cross-linguistically and cross-globally.

63
Formentive
Relates to “formative” which refers directly to a rock-solid formation, and pertains to the growth of something.
“Form” relates to a body, as in a body of companies, or a group. “Form” also relates to an order of doing
things; a thing that gives shape to other things as in a mold. To “formulate” is to put into a clear and definite
form of statement or expression. “Forment” is also very close to “formant”, the spectral peaks of the sound
spectrum of the voice. Essentially, a person’s sound signature. This gives it a sense of being basic and
integral to life as we know it, as well as a unique human quality. The “tive” ending gives this an adjectival
quality, and the word would be easily integrated into the lexicon because it is constructed like many words in
the English language. The word’s syllabic cadence gives it a forward moving force and power. One can easily
hear a secretary picking up the phone and saying “Formentive”.

65
Vorian
“V”-initial word is distinctive and immediately signals innovation and next generation. Reminds of “vortex”, a
powerful force. “V” also signals life and vitality. The “ian” ending keeps this word grounded. “Or” in the word
gives depth in meaning (relating to “ore” found in the earth’s core) and aural quality. This word is very fluid
and easy to articulate; “V” sound is robust and forceful, lending power to the name.

67
Corrent
Easily translatable into Japanese phonology (i.e. “Korenta”). Reminds of “current”, messaging modern,
moves with the flow of time, but also has a strong core. The “ent” coda keeps this word grounded, and
gives it an adjectival quality in English. “corre” also refers to “running” in many Romance languages, giving
this word a sense of excitement and strength into the future. Linguistic structure is sound and stable, which
projects those attributes onto the group and those that deal directly with the group (such as stakeholders
and investors).

69
Solis
This name immediately evokes the concept of solace, imparting tranquility, thoughtfulness, and consideration.
“Sol” in the word relates to “sun”, being an energetic life force and also a point in which our galaxy revolves,
truly speaking to the universality of the group and its centrality. Phonologically “soul” is also present in the
word, relating to a human quality. This name is almost a palindrome, beginning and ending in “s”, resting on
an “l” at its peak, and just differing in the two vowels it possesses, making it linguistically sound and therefore
easy to internalize. Visually intriguing 5-letter brand.

71
Assentive
Infers “ascent” as well as “incentive”. The word is also very close both orthographically and aurally to “assertive”,
making this a potent neologism for a corporate identity which will be truly durable. Like “Formentive”, this is a
name that sounds and looks credible across different contexts, whether a secretary answering a call or found on
a marquee on a corporate campus. Because it is so close to common usage words, it will be easy to connect
with and integrate into the lexicon, as well as recall.

73
Varium
This word speaks to variety and it sounds like an element, bearing the “ium” suffix, speaking to “grounded” and
“of the earth”. Translates to “diverse, variegated”. Representative of a diverse category portfolio, it is a future-
proofed name in line with the goals of the group. Very simple, easy to articulate, and has a strong corporate
identity feel due to the full sound of the “V” and the suffix “ium”. In Japanese, would be translated as “Bariamu”.

75
Apteus
This neologism has all the thematic equity of the common usage word “apt” (best fit), but takes it a bit further
in creating this seemingly Latin-based character or hero. Subliminally messages mythology by borrowing from
Latin and Greek phonological word parts. Also relates to “aptitude”, meaning capability, capacity, and inherent
ability. The “eus” ending gives this name a lot of character and opportunity to build a compelling story. A word
that stands by itself and would impart confidence and morale in employees while sounding strong to investors.

77
Evide
Beginning and ending in “e”, this 5-letter neologism is a potent one. “vide” word part speaks directly to life,
similar to “vida”, meaning “life” in Spanish, connecting this name to a human quality. “vi” signals vitality in many
languages, giving this word a durable sense of life/being alive. The word also subtly infers “eve”, connoting
moments of great excitement and anticipation, and a time of mirth.

79
Ariet
This 5-letter neologism inspires associations of aspiration and lightness, but also lasted. “Air” is articulated in
the word bringing in a soft, aspirational, and human quality. Although it is an elided version of a common female
name, it has a gender neutrality that leans towards the assertive because of the “t” ending. It also looks to
possess the word “rite” or, aurally, “right”, speaking to a positive as well as effective quality. Begins with “a” and
is easy to articulate, with a beautiful aural quality. A sophisticated name that would spark intrigue if seen on a
box, or in the corner of a billboard (“An Ariet Company”).

81
Infineta
This neologism possesses a straight-forward use of “infinity” and a sense of infinite durability through the ages,
with its ending in “eta” signaling both a reference to time to completion, as well as a similarity to “edad” in
Spanish, meaning “age”. “In” immediately connects to qualities of inclusiveness and universality, as well as a
human inner sense. “Net” can refer to the global reach of the company, as defined in the colloquial version of
“internet”. Near-perfect vowel consonant alternation which enables recall for a lengthy word.

82
Contact Us
Bill Smith - Chief Executive Officer
Address:
Website:
Email: william.smith@brandacumenstudios.com
Phone: 212.299.8454
Chelsea Market
75 Ninth Avenue, Floor 2R
New York, New York 10011
www.havas.com

New corporate identity sample iteration of name candidates

Recommandé

Recommandé

Contenu connexe

En vedette

En vedette (10)

Similaire à New corporate identity sample iteration of name candidates

Similaire à New corporate identity sample iteration of name candidates (20)

Plus de Brand Acumen

Plus de Brand Acumen (20)

Dernier

Dernier (17)

New corporate identity sample iteration of name candidates