REWORK The Aim for a Name
Jun 26, 2024
Jason Fried, CEO of 37signals, discusses the naming process for products, including domain research, trademarks, and logo design. He emphasizes simplicity in names like Basecamp and high-rise, sharing insights on evolving product names and branding logos.
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Don't Try Too Hard
- Avoid overthinking product names, as trying too hard often leads to worse results.
- Let names come naturally instead of forcing them.
Early Naming
- 37signals' first three products—Basecamp, Backpack, and Campfire—shared a camping theme.
- Highrise, originally Sunrise, was renamed due to a trademark issue with Sun Microsystems.
Domain Names
- Secure a .com domain if possible, but don't let it be a deal breaker.
- Add "HQ" or something similar if the desired domain is unavailable, prioritizing the name.