naming
from the
north
A good brand story starts with a strong name. This gives the brand a defined profile, inspires the right associations and makes it very memorable.
Strong brand names make companies, products and services truly distinctive. They are sustainable, wind- and weatherproof. This is only possible with the right combination of creative name development and solid trademark protection.
It’s true wordsmanship.
Services
The path to a noteworthy brand.
Nording develops names, taglines and descriptors for companies, products and services – whether domestic or abroad, and across all industries.
We develop naming systems and long-term strategies for product portfolios and interrelated naming projects.
Our team is very precise and professional, developing strategically sound, linguistically and culturally appropriate solutions that can be protected by copyright. We devote our creativity, an extensive understanding of branding and many years of international experience to ensure that the names, taglines and descriptors we develop are both relevant and effective.
The name creation process can involve a number of different approaches. Often, we compose totally new names – but we sometimes look for intriguing words in other languages as the basis for development. This process of “name finding” helped us come up with great brand names like Amarok and Cooee.
Our strong network of experienced naming experts, well-versed attorneys and trained native speakers collaborates very well, making the name development process smooth and effective.
Clients
Product names
Note: Some of the examples (marked by an asterisk *) were developed under my lead during my time spent working at Interbrand.
Floya is a mobility app that helps for both residents and visitors find and pay for the best, efficient public transportation routes in Brussels. In a single app, public transport is combined with shared mobility for a seamless mobility experience and a new way of traveling.
The standalone name and colorful design build on the brand promise of "Your travel buddy for Brussels" and aim to draw attention to the new brand.
Deutsche Telekom has developed a new mobility platform. This transport service provides a sensible alternative to private vehicle use and covers all aspects of the journey - from information and planning to ticketing, payment and the journey itself.
The project is open to mobility providers from all regions of Germany. The aim is to make door-to-door travel easier and more convenient for everyone - whether by public transport, on-demand services, New Mobility providers, cabs, by bike or on foot. All forms of mobility will be usable with one click - digitally, consistently and conveniently. For this mobility platform, the name goodride was developed by Nording for Meta Design, which conveys in the shortest form the positive, smooth and pleasant locomotion.
It was necessary to find an overarching name for the various automated show car concepts as well as individual names for the ground-breaking concept vehicles that work in combination.
Nording developed the name “Sphere” for Truffle Bay. Audi uses this as a core element for their new series of futuristic concept vehicles. It shifts the focus to the space surrounding the passengers.
Nording also created the name “Skysphere” for a spectacular two-seater model, the first of Audi’s new “Sphere” family.
The Audi Skysphere concept underscores the revolutionary new design of the vehicle’s interior. The name symbolises a new dimension of unprecedented freedoms and experiences that extend far beyond the time spent in the car.
It was necessary to find a new name for the former Alphabeet app, which is used by gardening enthusiasts all year round. The app works like a personal gardening consultant: It supports gardeners all year long with a plot planning tool, an active community, individual work instructions and extensive gardening knowledge. People get digital access to gardeners and horticulturists, making it a cool, social and sustainable tool. The aim was to find a name that could be protected internationally that reflects people’s pride and enthusiasm for cultivation.
The result: the name Fryd.
The playful, friendly monosyllabic word also means “joy” and “feeling of happiness” in Norwegian and Danish. It is the feeling people get when out in nature, talking to other gardening enthusiasts and when harvesting something homegrown. The “y” in the Fryd has two points that turn it into a smiling icon – underscoring the desired impact and the fun social experience gardeners can have.
A new online portal from LSBG (State Agency for Roads, Bridges and Waterways) dramatically simplifies and accelerates the processing of traffic-relevant civil engineering projects in Hamburg. The product helps users by providing one central source of information – covering every step for all activities, from requests to billing. The name BauWeiser says a great deal: It is a guide for all processes related to civil engineering work in the city, providing instructions for construction projects and a call to improve building practices overall.
The name “Xadr” sounds casual, yet sharp. It emphasises the idea of a mobile, high-precision companion.
The company Libri provides a “bookselling platform” for booksellers that bundles all relevant product and customer information in one system: enterprise resource management, inventories, vouchers and corporate client management.
Booksellers are able to work across all channels, which allows them to be more responsive and flexible in their customer interactions. It combines the benefits of personal contact with the possibilities offered by the internet.
Quimus is a Latin word that means “we can,” “we are able”. This reflects how the platform allows booksellers to respond better and more precisely to customer needs.
The name Nivus is perfectly balanced: simultaneously fresh and gentle, yet stable and powerful. Nivus is reminiscent of “news” as well as the Latin word “novus” (new), but modern enough to reflect the vehicle’s updated, sporty design.
(In close cooperation with Interbrand Brazil)
The bakery’s items are not pre-baked, but prepared fresh and shipped immediately. They are of outstanding quality (no artificial flavors, palm oil, corn, chemicals or additives) and taste delicious. The company wanted a name that would convey this high quality without specifically targeting only people with gluten intolerance. Derived from “barista”, known for making the best coffee, the brand Panista (Lat. pane = bread) stands for the professional preparation of fresh baked goods – emotional, tasty and competent.
The Wizard Easy Programming software created by ABB makes it possible to easily and intuitively program a robot. The word is also frequently used in IT: A wizard often refers to an assistant that guides users through highly complex configuration tasks if they need help – almost as if by magic.
People can use the Smoothr app to scroll through menus at restaurants, bars and hotels, place their orders and pay without having to wait for the server.
The app makes it possible for the hospitality industry to concentrate on what’s really important. Businesses can devote more time and energy to serving their guests – and customers save time by not having to wait for the bill. The entire process is much smoother as a result.
Smoothr makes restaurant visits (especially in the very busy and short lunch hour) more efficient, predictable and relaxing.
Filegro is the brand name for a range of Iglo fish filets available in different variations. The name promises a light culinary delight that takes little time to prepare.
Volkswagen’s first pickup truck is named after the word for “arctic wolf” in the Inuit language. It represents the power, endurance and durability of the vehicle. Its meaning and sound make it an ideal choice for the large off-road vehicle.
Descriptive, yet strong: the name for Schüco’s LED window and façade lighting. LightSkin illuminates building envelopes – accentuating the shapes and structures of the architecture rather than allowing it to disappear in the dark.
The lighting solution, developed in collaboration with Zumtobel, is easy to work with and integrated into the profile, protruding only slightly. LightSkin encompasses all of this, and bathes the building in light at night.
Thanks to the ergonomic fit and individually formed fingers, these gloves fit like a second layer of skin and ensure an exceptionally natural sense of touch. They are ideal for precision work that requires instinct and sensitivity.
Company names
Renaming project for Baluco.
The former company name Baluco stood for “Bunker and Lubricants Company”. One of the reasons for the name change was that the company barely did any more business in bunker fuel, but had shifted its focus more to lubricants. Thanks to 20 years of experience and expertise in the lubricants industry, the company is able to handle even the most challenging deliveries. This also guarantees quick support to handle unforeseen fleet requirements – even in remote areas. The new Crosswaters name stands for the company’s agility, willingness to give 100%, venture into new territories and navigate difficult terrain to find solutions for its customers – in every harbor around the world.
The outsourcing of m-u-t AG’s operating business to m-u-t GmbH while keeping the m-u-t brand name often led to confusion and misunderstandings among clients and partners, as well as on the capital market. Combined with the increasing internationalization of the m-u-t Group, this was one reason to rename the strategic financial holding.
The Nynomic name evokes a series of relevant associations, such as speed (“dynamic”), efficiency (“economic”) and innovation (the Scandinavian “Ny” = new). With these associations and a strong sound, Nynomic is an ideal name for international customers and investors to identify an agile, future-oriented and high-growth company.
Nexible is ERGO Versicherung’s digital direct insurance segment.
The company was looking for a credible, straightforward and modern name that would reflect the digital offering and a positive customer experience in terms of products, services and processes.
The Nexible name conveys the division’s proximity to the customer as well as digital agility (next and flexible). It is simply quick – just like the insurance.
(Commissioned by Track GmbH)
A new name was sought for a management consultancy that supports insurance companies in shaping their business models for the future. The focus is on strategic, IT and legal consulting.
It was important that the name sounded modern and flexible, but not too playful. At the same time, it should sound pragmatic, credible and professional. The result was the name Stratible, which sounds powerful, associates flexibility and fits a strategy consultancy.
The starting syllable “Si” creates a connection to Siemens, while “antos” – derived from the Latin “ante” = front space, which symbolizes the company’s outstanding developments.
As such, Sivantos unifies the years of tradition, experience and know-how of the company with its pioneering work, ongoing improvements in technology and market leadership in the field of audiology.
Global name for Frankfurt Airport’s listed operating company. The concise, clear and strong name encompasses the destination and the airport theme in one. The Fraport name works very well and is known around the world.
These especially play an important role in the design of the in-flight service products.
The best thing about Spiriant with the claim: “where inspiration meets performance”: In addition to being associated with creativity, the name has a very trusting sound – which is very important for a company name.
www.spiriant.com
The name of one of the world’s largest companies in the agricultural business. “Syn” (Greek = together) inspires associations with synergy and synthesis, and is a good way to describe the integration or bundling of forces. The syllable “gen” refers to genetic technology, an important field for the company. The name is trademarked in 30 countries, registered for 25 domains and works equally well in 30 different languages.
www.syngenta.com
Talanx is one of the largest insurance groups in Europe. Derived from the term phalanx, a tightly knit battlefield formation used in ancient Greece, the name conveys magnitude, strength, and, most importantly: stability.
www.talanx.com
Capvis is one of the leading investment companies in the German-speaking region of Europe. Capvis’ aim is to invest in attractive companies, release additional business potential, and successfully continue with its strategic and operational development. Capvis exudes strength and supports the idea of a capital partner designed to inspire potential. The element “Cap” is reminiscent of both “capital” and “capacity”. The forward-looking ending “vis” is associated with the term “vision” and also reinforced by its meaning in Latin: “power”.
Chefs United is a unique global network from Symrise that connects over 26,000 chefs across all continents. Cooks at every level in the culinary spectrum are invited to join – from three-star restaurants to cafeterias. The cooks provide information about local tastes, typical methods of preparation, and the latest trends and flavors from around the world. The name says what it is – clear, yet casual: a large association of professional chefs.
This name encompasses an entire sentence, namely: “I’m here – where are you?” This call has brought Australia’s aborigines together over hundreds of years. It’s a very special word – with a unique sound [ku:’i…] that carries over long distances. Cooee is now also used as the name for the new DER Touristik theme hotels. It’s a great fit considering the important role that mutual understanding and communication play at the Cooee Hotels, e.g. the free high-speed WLAN available throughout the hotel to connect guests with the world.
RAPP Germany became Track – an agency that has decided to go in its own direction. RAPP Germany – originally founded as a direct marketing agency – now designs networked communication solutions for its clients ranging from dialogue and advertising to social media. Separated from the international RAPP network, the agency’s range of services is new, unique and needed a name that would not necessarily be limited to Germany. The new name TRACK works at a number of different levels: It represents the traces consumers leave on their customer decision journey – as well as the right path in an increasingly complex world of communication.
About me
A real northern light
Inventing new words has always been one of my favorite past times – ever since I learned to speak. This was also challenging for my parents from time to time, but that wasn’t enough to stop my passion for the subject. In the end, I studied General Linguistics and Phonetics. For more than 20 years now, I’ve been developing brand names as a naming professional. Born and raised in Hamburg, I started my career here and have worked internationally as well.
Before launching Nording, I worked as Associate Naming Director at Interbrand, a leading international branding agency. I was responsible for naming countless products, services and companies.
Today, I’m collaborating with selected wording and branding specialists as part of my new boutique agency. I always find the right people for each name and tagline development project, and achieve the ideal balance of expertise and passion in my team – every time, without any fuss.
Stefanie Roshop
Managing Director
