What makes a good name?

An entity’s name should be capable of adhering to the same basic principles that govern aesthetic design. These principles will help ensure the fitment and effectiveness of an entity’s name. 

The most essential of these principles is simplicity. An entity's name must be simple in order to be quickly identified and easily remembered. 

Because of the wide variety of environments that an entity's name may be presented (i.e. a phone app or a passing sign) It is important that an entity's name be kept short. Short one-word names are ideal. In instances where an entity's name is lengthy or hard to remember; it is best if it is represented by it’s initials i.e. HP (Hewlett-Packard).

A name should be versatile. A founder’s name or a word that holds a symbolic meaning are best because many entities will change the product or service they provide over time or pivot early on in their existence. A name should be capable of growing with an entity. Names with a literal and specific correlation to what an entity does should be avoided. 

Additionally an entity's name should be memorable. This is achieved by accomplishing two things: aesthetic simplicity and ease of pronunciation. An entity's name should be pleasing to look at. Words that have an assortment of aesthetically complimentary letters achieve this. 

A name must also be pronounced easily or at minimum have a nearly identical alternative pronunciation option to maintain brand recognition and cohesion. 

Simple, Versatile, Memorable. 

A name that adheres to these basic principles will quickly gain recognition and surely be effective for years to come.