Naming is one of the hardest things to do in branding, regardless of whether you’re an existing brand or new. Some of the things you have to consider include symbolism, etymology, history, linguistics, psychology, emotion, storytelling, opinions, culture, letterform, copyright, design, opinions, interpersonal dynamics, business strategy, and competition. And even if you can come up with a great name idea that everyone agrees on (not possible) — guess what? It’s probably taken by another brand! 

This Field Guide is your primer and tool for the journey of naming. It won’t be easy. But at least you’ll know what you’re facing and be equipped to navigate your way through it.