Names. Most of them have histories, some of them have interesting ones. Names such as our first and last names. First names may be the name of our parents’ favorite character in a book or a movie and our last names can be related to our ancestors’ occupation or profession, or even their hometown.
There is no doubt that choosing a brand name is one of the most important elements of starting a business or a new product, or even re-branding.
Keep reading for the story behind our brand name …
It’s interesting for us to learn about the origin of brand names.
Sometimes they represent a character of a person, or something they like.
Sometimes the brand name is inspired by people’s children’s names, like Mercedes.
- Mercedes is the name of the financier’s daughter.
- Apple is based on Steve Jobs’ diet at the time.
- Pepsi is based on a digestive enzyme Pepsin.
- The name LEGO is formed by the Danish word “Leg Godt” and its English translation is “play well”. In Latin, it means ‘putting together’.
- “Yahoo” is an acronym for: “Yet Another Hierarchical Officious Oracle.”
- The sports brand Nike was named after the Greek goddess of victory.
- The famous car brand VOLKSWAGEN name means ‘People’s car’ in Germany.
- Adobe came from the name of the river Adobe Creek that ran behind the house of founder John Warnock.
People like to share the history of names.
Our company was founded in 2008, with the name Avarteq. We were providing software development, design and cloud-based hosting based on customers’ requests. In 2013, we started with Cloud Foundry and built a Public PaaS as a first product. From there we changed our main business focus to cloud platform operations, the development of production-grade Data Services and a comprehensive cloud platform solution for Cloud Foundry and Kubernetes called a9s Platform.
This is why we decided that we needed a new brand.
When you’re thinking about generating a brand name, there are some options like:
- Use the founder or inventor’s name (Hewlett-Packard)
- Describe what you do (Southwest Airlines)
- Describe an experience or image (Sprint)
- Take a word out of context (Apple)
- Make up a word (Google)
Here is what we did:
We started a brainstorming in the kitchen area of our office in Saarbrücken, so everyone who was interested, could join this brainstorming session.
It was not just about finding the perfect name, it was about the team work inside our family.
We gathered all the suggestions and also the persona we wanted to share with the world. One of the most important features for us was offering a platform that is as stable as possible.
This idea was a spark for:
The highest availability possible, which is 99.9999999
This is how our name was generated! And you can see it in our logo: