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In 2021, New Companies Found Inspiration for Their Names in Some Unusual Places

In 2021, New Companies Found Inspiration for Their Names in Some Unusual Places
Written by publishing team

Last year, Steve Manning, founder of California-based branding agency Igor Sausalito, told me, “A lot has been burned to the ground over the past year. I think you’ll see bolder, more interesting names.”

But even he couldn’t have predicted the exact level of weirdness we would reach in 2021. Credit for this transformation is the thriving crypto-trading ecosystems and Web 3.0.

“It’s one of the most amazing areas of naming, because it’s a wide open playing field. You can do anything inside and it can go on,” says Scott Milano, managing director of New York City-based Tang Brands Agency. “It’s somewhat of a constructor’s dream.”

In the cryptocurrency ecosystem, some attributes have already emerged – particularly names inspired by astronomy and astrology, including established players Stellar (a decentralized exchange with cryptocurrency), Gemini (a centralized exchange with cryptocurrency), and Cosmos (an ecosystem of cryptocurrency). blockchain) as well as cryptocurrency). Others in the field invoke the flow, such as trading platform Liquid, and Osmosis, a venture-funded crypto startup that raised $21 million through a token sale this year.

But the latest cryptocurrencies seem to be benefiting from the openness that Milan is hinting at. Among them: Parrot Egg (cryptocurrency by Decentralized Finance, NFT Parrot DeFi Platform) and Attack Wagon (Blockchain Game Studio). Crypto lending and borrowing platform Aave is also in a new and perhaps unpredictable area. (The company, called ETHLend when it was founded in 2017, has moved to the Finnish word which roughly translates to “ghost.”)

Entrepreneurs conjure up names from sources ranging all the way from mythology – Kraken He is now not just a shipwreck associated with folklore, but also a huge trading platform – well, for the halls of the United States Congress. At a hearing on December 8, Brad Sherman, a Democrat from California, lamented that all cryptocurrencies seem to replace each other’s value, jokingly, “What can Mongoose Coin do in CryptoCoin?” Don’t you know that, in response, someone created the Mongoose coin, which the next day had a market value of $14 million.

positivity a lot

Outside of cryptocurrencies, there is a bit more dependence on convention and immortality, but there is plenty of room for joy and optimism. After nearly two years of lockdown and health concerns dictating how people mix socially, businesses are working to satisfy customers’ desire to gather and celebrate.

Pomp, a direct-to-consumer flower bouquet startup, launched from Miami in July. Parade, a comprehensive carbon-neutral lingerie brand that operates out of New York City, has been gaining a lot of buzz this year. It’s a real celebration, ‘Come on!’ “Allergic, and we’re seeing a lot of that trend,” says Liz Gousola.And Director of Group Strategy at New York City-based brand agency Red Antler.

Juusola warns that finding a modern and lasting name has never been more difficult. This is not only because simple URLs are increasingly difficult to find, but trademarks are being filed in record numbers, which means that the competition for owning a name is much greater than it was a decade ago (there were about 300,000 trademark registrations in 2011; nearly a million in 2021).

However, there are some really good new names out there – they’re simple, sensible, and lack any major vowels. A few: Alltruists, a child-friendly volunteer project subscription fund, launched in Los Angeles in March. Slash, which provides banking services to professional sellers, in San Francisco, is still in beta. A modern chain of dental clinics starting soon, also in San Francisco, called simply Rinse.

And still cute in style. A healthier macaroni and cheese company launched in 2021 with endorsements from Gal Gadot and the Goodles name, which sounds silly enough to stick. Metabel, a European farm-produced meat startup, this year closed a $47 million Series I funding round, bringing the company’s total funding to $60 million. PolkaDot is arguably the best cryptocurrency, at least if you are not a fan of shiba inus. Then there is Hedgehog, an automated cryptocurrency trading advisor.

Flourishing healthcare startups. Many seem to have heeded Manning’s warning to avoid just slapping “Health” on the company’s name, but some in the industry are still making some unwise choices. At startup accelerator Y Combinator this winter is a Stockholm-based subscription service for chronic skincare issues called Itchy. And there’s an online healthcare training platform called Stepful, which might make you dread how many steps your training might take.

Passive or illogical work, like Slack — the opposite of what you’re supposed to do on a workplace chat app — worked in Slack. But this is a rare case. This San Francisco-based online ADHD treatment makes one wonder if it’s really necessary. slime/wtr, clear mud, an organic alternative to coffee that began in Venice, California, may conjure up images smoldering from a stagnant puddle.

Finally, some names get so dark but racy that they might work. “Please Die Responsibly” says DeadHappy in black and hot pink, the life insurance brand, and offers to leave “death wishes” for how you spend your payments. NoGood’s Brand Growth Agency website, which is also stylish black, notes: “If you’re looking for a traditional marketing agency, we don’t get it.”

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