News

A Strategic Platform To Secure Your Names

Today, the possibility to expand and venture into new business areas is greater than ever before. But as always in business, it’s all about freedom under responsibility. A product family can start going in different directions and brands can start to cannibalize on...

How To Feel Safe In Your Naming Decisions

The Swedish Patent and Registration Office wanted to see alternative names for one of their new services, a web platform for legal streaming, streamalagligt.se   The process was creative, enlightening and successful. Eqvarium created a list of exciting names, some...

We’ve Crossed The Magic Line – Hooray For Eqvarium!

This year we celebrate our 10-year anniversary and we would like to thank our clients for sticking with us on this fantastic journey. Each naming process has been totally unique and we hope it’s been as fun for you as it’s been for us. Coming to a name decision is...

Names Under The Loupe: 4 Lessons From The Campfire

According to a Native American myth, an indian chief who was the father of many sons proclaimed the words “she is a boy again” when yet another son saw the light of the day, hence the child was named Sheboygan. When the Schwandt family from Michigan...

Names Under the Loupe: Does It Taste Like Yuk?

We learn from an early age not to play with our food. Perhaps certain restaurant owners need to learn to stop playing around with names? Even if deliberate, it’s dangerous when your brand name sounds like the opposite of tasty. We realize that “Yuc!” may refer to the...

Names Out Of Time And Out Of Line

Uninclusive or unappropriate names come twelve a dozen. In less representable businesses (such as the porn industry), sleazy names are pretty much standard. Everything has its place, it seems. But when big organizations and companies refuse to update their brands...