Modern Business Names
Modern names feel fresh, tech-forward, and innovative. They often use contemporary language and unconventional spelling.
Characteristics
Examples
Transportation
Creative 'y' spelling, friendly and approachable
Freelance
Price point + extra 'r' creates unique brand
Social
'Read it' wordplay, clever and memorable
Finance
Folklore hero, democratization message
FinTech
Simple real word, unexpected for finance
Payments
Clean, simple, visual imagery
HR Tech
Modified spelling of 'deal', global feel
Finance
Action word suggesting acceleration
Productivity
Concept word, suggests ideas
Project Management
Clean, simple, process-focused
Infrastructure
Invented word, velocity + cell
Database
Super + base, technical + approachable
Naming Formulas
Modified Spelling
Lyft, Fiverr, Deel
Simple Real Word
Stripe, Plaid, Linear, Notion
Word + Tech Suffix
Supabase, Vercel
Action Word
Ramp, Zoom, Dash, Bolt
Compound Modern
Airbnb, Coinbase, Robinhood
Lowercase + Word
reddit, spotify, discord
Naming Tips
Consider dropping vowels strategically (Flickr, Tumblr style - though aging)
Lowercase styling in logos signals approachability
Consider .io or .co domains - they're accepted in tech
Test readability without context - can people figure it out?
Avoid trends that are already feeling dated
Simple real words in new contexts often work best now
Mistakes to Avoid
Dropping vowels (feeling dated)
Flickr/Tumblr style is 2010s - time has passed
Adding unnecessary numbers
'App2Cloud' looks unprofessional
Overusing -ly or -ify suffixes
Market is saturated, feels unoriginal
Combining too many trends
One modern element is enough
The Psychology Behind This Style
Modern names signal that a company is current, innovative, and in touch with contemporary culture. They create an 'in-group' feeling with younger audiences. The unconventional elements (spelling, lowercase) signal that the company doesn't play by traditional rules - important for disruptive brands.
Creating Modern Names That Resonate
Modern names signal innovation and contemporary thinking. But 'modern' is a moving target - what felt fresh in 2015 may feel dated today.
The Evolution of Modern Naming
2005-2010: Web 2.0 Era
- Dropped vowels: Flickr, Tumblr
- -er endings: Twitter, Blogger
- Misspellings: Digg, Reddit
2010-2015: Startup Boom
- -ify suffix: Spotify, Shopify
- -ly suffix: Bitly, Shortly
- Made-up tech words: Instagram, Pinterest
2015-2020: Maturation
- Simpler real words: Slack, Zoom, Stripe
- Abstract concepts: Notion, Linear
- Cleaner compound words: Airbnb, Coinbase
2020-Present: Sophistication
- Single real words: Ramp, Plaid, Deel
- Subtle made-up words: Vercel, Supabase
- International appeal: Simple, pronounceable globally
What's Modern Now
Simplicity: The current trend is radical simplicity:
- Real dictionary words
- Easy pronunciation
- Clean, short names
Examples: Linear, Ramp, Notion, Plaid
Why It Works:
- Stands out from over-engineered names
- Easy to remember and spell
- International accessibility
- Timeless rather than trendy
What's Becoming Dated
Warning Signs:
- Dropped vowels (Flickr style)
- -ify suffix (oversaturated)
- -ly suffix (too common)
- Random consonant clusters
Why These Age:
- Association with specific time period
- Overuse breeds familiarity
- Tech cycles move fast
Creating Timeless Modern Names
Principle 1: Simplicity Over Cleverness A simple name ages better than a clever one.
Principle 2: Real Words Have Staying Power Made-up words risk feeling dated; real words don't.
Principle 3: Pronunciation Is Global Modern companies are global - names should work everywhere.
Principle 4: Avoid Trend Signals If it signals 'trendy 2015 startup,' avoid it.
Modern Naming for Different Stages
Early Stage:
- .io and .co are fine
- Focus on memorability
- Don't overpay for perfect .com
Growth Stage:
- Consider upgrading domain
- Name should work at scale
- International testing important
Mature Stage:
- Simplification often valuable
- May drop descriptive elements
- Brand equity allows shorter names
Testing Modern Names
Does It Feel Current? Show to target demographic - does it feel fresh?
Will It Age Well? Imagine the name in 10 years - still work?
Global Test: Try with non-English speakers - can they say it?
Context-Free Test: Without explanation, what industry does it suggest?
Related Styles
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