First Iteration Name Presentation on behalf of a public paper manufacturer

A New Corporate Identity

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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.

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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.

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Amentum

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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.

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Viant

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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.

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Apte

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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.

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RiverStone

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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”.

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Vertial

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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.

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Ovol

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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.

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Corvus

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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.

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SynSato

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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.

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Eyan

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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”.

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Priam

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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.

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Wellfleet

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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.

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Lineo

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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.

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Cedrus

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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.

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Crescent Star

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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.)

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Epyx

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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.

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Modiant

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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.

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Synoble

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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.

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Centium

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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.

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Valliant

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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.

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Persel

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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.

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Universyl

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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.

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Acrospire

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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.

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Stratagen

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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.

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Kova

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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”).

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Banyan

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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.

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Prolius

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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.

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Certium

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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.

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Avance

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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.

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Qualitas

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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.

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Formentive

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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”.

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Vorian

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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.

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Corrent

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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).

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Solis

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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.

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Assentive

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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.

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Varium

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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”.

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Apteus

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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.

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Evide

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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.

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Ariet

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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”).

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Infineta

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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.

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