Fusion | The Philosophy of Naming
The Philosophy of Naming

The Philosophy of Naming November 5, 2015 | By Al Doyle

General Posts design, Freebies, marketing, naming


There are those communities or buildings that just seem to name themselves. Often there is a landscape feature, a historic element or obvious cue that comes from the site. (Spend some time on the land. Let it speak to you!) Those are happy days. There are other communities where it is not so easy to come up with the right name and brand.

Recently we went ‘round and ‘round on a naming because I was pretty sure we had too many good choices, and we had team members vested in their take on the matter. On top of it, this is a very serious group, who cares deeply about what they are about to create.  They are folks who certainly don’t want to screw it up.

If you get involved in naming, you know the feeling. Over the years, the Fusion team has had the honor of helping clients name hundred of communities, buildings, and companies. This process has taught us a lot, as thought we’d summarize some of the key guidelines that can help you navigate the naming process.

And if you get stuck, it’s ok to give us a call.