Brand Naming

This page is generated. Do not edit it by hand — run scripts/atlas-vocab.py.

part of Strategy · tier 2 · 0 pieces of work carry it · 3 crafts it is confused with

The craft, and who hires it

New brand and product launches, renames, and portfolio naming systems — hired when a name must be created, changed, or systematized, typically alongside positioning or architecture work.

The nomenclature craft: creating and vetting names for companies, brands, products, and features — linguistic development and exploration, shortlist screening, trademark and cross-language checks, and naming-system rules that keep a portfolio's names coherent.

Tag it when…

Tag when the work IS or documents naming development — name exploration/rationale decks, naming-system guidelines, or a launch/rename case study where the name's creation is a credited deliverable.

Never tag it when…

Never tag logo or wordmark design (that goes to Design / Logo Design) — drawing the name is not naming it. Taglines, slogans, and campaign lines go to Copywriting. Decisions about which naming tiers exist go to strategy_brand_architecture. A piece merely featuring a distinctive brand name is never grounds for this tag.

Easily mistaken for 3 other crafts

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

• Logo Design (Design leaf) — Naming invents the word; logo design draws it. A wordmark case study tags naming only if name creation itself is evidenced.
• Copywriting leaves — Names identify the thing permanently; taglines and campaign lines are message copy — Copywriting territory.
• strategy brand architecture — Architecture sets the naming hierarchy and endorsement logic; naming fills it with actual names.

At what size it applies

Asset grain: tag only when the whole item is or documents naming work. Never a moment tag — a name appearing on screen is not naming craft.

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.