Coming up with a name sucks
You'd think naming a company sounds like fun, but in many ways it’s harder than naming a new human! For weeks it took over the house, and everyone around me got tired of hearing about yet another “promising” word that either missed the mark, or turned out to be unavailable.
Turns out, almost every short, memorable word is taken. Even clever combos that sound new have already been registered by someone, somewhere, selling something.
What do you need as a minimum?
Before getting too deep into names, I thought about what makes a good name, so I built a simple set of criteria to ensure I got a great result.
| Criteria | Why It Mattered |
|---|---|
| Short & Memorable | 5-7 letters max for recall, logo balance, and simplicity across languages English, Spanish, French, Italian and German. |
| Distinct & Ownable | Trademark-clear in the relevant classes; available domain. |
| Evocative, Not Descriptive | Suggests meaning without describing function; engineered yet human. |
| Visually Balanced | Clean letterforms, strong symmetry. |
| Emotionally Aligned | Quiet, integrated, and confident; balances sounding modern, tech-forward but not overstated. |
| Scalable | Works for future products and digital services. |
So many names and an unhelpful digital assistant.
With this in mind, the real work started, in late 2024, I assumed Chat GPT would speed things up - it didn’t. If anything, it slowed me down - generating long lists of names that were either derivative, trademarked, or completely unusable.
“I assumed Chat GPT would speed things up – it didn’t”
I investigated nearly a hundred options, across Greek mythology, Latin roots, and modern composites: Aether, Ceto, Helios, Novix, Vornex, Tentrix, Proteus, EvoX, and dozens more. As I look back on this process now, with the pain a distant memory, most of them make me shudder!
Eventually I settled on On-X, It was short, sharp, and carried a sense of readiness and connection. Also, one of the primary concerns, it didn’t carry negative connotations in other languages like the Nissan Pajero or the Chevy Nova! [ME1]
Then the false start.
I even registered the domain on-x.one. If you think the journey ends here, it doesn't. When the trademark advice came back from the attorneys, it was clear we’d have to walk away, too much overlap with existing marks in the U.S, and by now I'd set up emails and was actively using it.
The lesson here is that I moved too fast, don't actively use the name until you've ticked the trademark box.
Finding a Name That Fit Our Design Philosophy
With Paul coming on as my co-founder in January 2025, we had two minds at it, we still wanted the same outcome, but he helped me approach it from a different angle.
Beyond trying to be original, we needed to find something that fit. Something that reflected how we prioritize quiet, integrated design, that disappears when it should. Most names were too loud, too literal, or too technical.
On the third of February 2025, we landed on Brevn - a fusion of braid and woven.
It captured the idea of connection and strength without spelling it out. Design that’s intertwined, not added on, which is more than the sum of its parts.
“That was literally a high-five moment”
That was literally a high-five moment! We registered brevnhq.com, did some trademark searches, and it all clicked - criteria match, sound, cross-language compatibility and philosophy.
What the Right Name Actually Does
Naming a brand gets harder every year, there’s less linguistic space available, and more noise to cut through. But when the right name arrives, it not only labels a company, it also sharpens the way you think, guides the design choices that follow, and sets the tone for everything the brand becomes.
If you're naming a company, product or service, something punchy and memorable is always tempting. Keep in mind that thinking laterally can get great results too, a name that becomes the brand's North Star can serve as a constant reminder of the reason you exist.
To read about how we developed the brand for Brevn read this article.