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Activant
is the new name for CCITRIAD, a leading provider of business management
solutions designed for companies with complex products in high-service
distribution environment, such as auto supply and building materials
companies. The name CCITRIAD was formed when two companies, CCI
and Triad, merged in 1997. Mike Aviles, CEO of Activant, writes,
"The name Activant, reflective of our vision and mission, means
to actively advance and continue to move forward. Changing our name
marks a significant milestone in our transformation into an even
stronger and unified company. The name change also symbolizes our
commitment to providing a broader range of complete solutions that
will take our customers and partners to the next level of business
performance."
Master-McNeil created AMD64 as our name for this revolutionary,
64-bit processor technology from AMD,
the next step in chip technology, following on 8-bit, 16-bit, and
32-bit architecture.AMD64 is backward compatible, allowing companies
to run 32-bit software on 64-bit machines. "AMD is taking a
lead role in shaping the future of the computing industry by putting
the power of AMD technology at the fingertips of PC users around
the world," said Hector Ruiz, president and CEO of AMD.
Master-McNeil created Spansion
as the global brand for FASL LLC, a joint venture between AMD
and Fujitsu.
"The Spansion brand symbolizes new horizons and possibilities for
our customers, helping them to create products with greater value
and differentiation," said Dr. Bertrand Cambou, president and CEO
of FASL LLC. "We are pleased to announce the inauguration of this
new company that increases Fujitsu's and AMD's focus and commitment
to the Flash memory market," said Toshihiko Ono, Chairman of the
Board, FASL LLC, and Fujitsu Limited Senior Vice President and Group
President of Fujitsu's Electronic Devices Business Group.
Previous names created by Master-McNeil for AMD include
Athlon, Duron, and Opteron.
Kinaxis is
our new name for this provider of "operations performance management
for manufacturing." In comparison with its former (rather static)
name, Webplan, our new name captures the kinetic volatility and
complexity of manufacturing and variance management. The new name's
use of "axis" is a reference to the company's unique feedback
system, which reorients itself, in real-time, to changes in the
manufacturing environment.
Real Clear Technologies was our new name for the former
ManageStar. Emphasizing the simplicity and clarity of the company's
offer, the new name is deliberately colloquial and approachable.
Real Clear Technologies provides a single solution for IT service
delivery management, lowering the cost of delivering IT services
by 30 percent, or more, while improving IT customer satisfaction.
Pictos
is our name for the merger between the digital imaging semiconductor
business of Conexant
Systems and the imaging software company Zing Network. Our
name, from the Latin pictor (painter), conveys the concept
of images and imaging. Pictos sounds pragmatic, significant, and
global -- all excellent connotations for an international digital
imaging company.
Pictos is our third naming project for Conexant
Systems. We named Conexant when it was spun off from Rockwell
in 1998, and we named Mindspeed when it was spun off from Conexant
in 2001.
Master-McNeil created RouteOne
for this joint venture of the financial arms of
DaimlerChrysler Services, Ford
Motor Credit Company, Toyota
Financial Services, and General
Motors Acceptance Corporation. "RouteOne is all about streamlining
the finance approval process to make financing easier, faster,
and more accessible for our dealer customers and the financial
institutions involved," said John Gibson, EVP of GMAC North American
Operations. Our new name, RouteOne, suggests, "a common data expressway
for the instant exchange of credit application information," the
key benefit this service will provide.
Logo by frog
design.
Continuing our long and productive relationship
with ARM,
we are proud to have created the new Cortex
brand. "The Cortex family of processors provides ARM
Partners with a range of solutions optimized around specific
market applications across the full performance spectrum.
The ARM Cortex family comprises three series, which address
the performance and cost demands of various markets: ARM Cortex-A
Series, applications processors for complex OS and user applications;
ARM Cortex-R Series, embedded processors for real-time systems;
and ARM Cortex-M Series, deeply embedded processors optimized
for cost sensitive applications."
Jiro is Sun
Microsystem's extension of the Java technology to data storage.
Linked closely to Java and Jini, the three names, with their
J-vowel-consonant-vowel structure, are set apart from Sun's
hardware and software, and form a clear family for these community
standard initiatives.
ARM,
the world leader in chip intellectual property, creates the
standards in the global development of embedded electronics
technology to create microprocessors, peripherals, and "system-on-a-chip"
solutions. Our name, Jazelle, is ARM's Java implementation and
conveys the speed and grace of the gazelle. Within eight months
Jazelle had gained over 60 percent mind share in its industry.
Formerly Disappearing Inc., our new name better reflects
the breadth of the company policy management offerings, which enable
companies to control their electronic assets, particularly email.
Omniva is derived from the Latin
omnis (all), and the French niveau (a level), suggesting
the ability to reach all levels of a company effectively.
Need2Buy adopted our name RiverOne
when it acquired Efinity. Alluding to the ability of their software
to "improve and synchronize the flow of information along
the ordinarily turbulent electronics supply chain," RiverOne
is short, easy to say, evocative, and memorable.
Master-McNeil created the name Ariba for the world's leader in
business-to-business electronic commerce services and software
for operating resources. Our name, coined from the Spanish word
arriba (an exclamation of approval and pleasure, meaning
"up" or "upwards"), conveys energy and excitement,
suggesting the successful integration of the internal and external
processes leveraged by the Ariba Network platform.
Logo by 1185
Design.
Our name for this popular payment service, adopted
as the company's name, humanizes and demystifies the "beaming"
of money over the Internet. PayPal
conveys the speed and ease of use of the service, benefits that
make PayPal the most popular way to pay for online auction purchases,
as well as to borrow cash or split expenses. The name's short
syllables, plosives, and alliteration make PayPal particularly
easy to say and remember.
 
Master-McNeil created the Sun Ray, Sun Fire,
and Sun Blade brands for Sun
Microsystems' thin client enterprise appliance product
line (Ray), the server product line (Fire), and the workstation
product line (Blade).
Previously known as Clarity Systems, Contivo
makes software that helps documents link and synchronize across
internal applications and trading communities, by automating the
transformation/mapping of data. Our name is derived from the Latin
continuere, meaning "to hold together."
Replacing the long and rather bland Integrated Silicon
Systems, our name Amphion
responds to the client's desire for a stronger, more trailblazing
name. Amphion, a son of Zeus, used his lyre to charm blocks of
stone into a circle around the city of Thebes, an apt metaphor
for this maker of innovative speech, video, and data processing
application specific virtual components for system-on-a-chip designs.
Axeda,
our name for the merged Ravisent Technologies and eMation, suggests
"access," appropriate for an enterprise software and
services company that helps businesses be more competitive by
using the Internet to tap the value of real-time information.
Covansys is
Master-McNeil's new name for CBSI, a global technology services
company which combines legacy systems with current Internet applications.
Our name combines "co" and "advance" to suggest
"together we will move forward," a reference to both the partnership
Covansys establishes with its customers, and its integration of
old and new software systems.
Mindspeed
Technologies is our name for the Internet infrastructure company
spun off from Conexant (also a Master-McNeil name). Our name, with
its suggestion of intelligence and quickness, reflects the company's
focus on advanced semiconductor and software solutions. In announcing
their new name, the company noted that "the name Mindspeed signifies
our ability to insightfully collaborate with our customers to develop
leading-edge, intelligent networking products."
Logo design by
Siegelgale
Iospan
Wireless, formerly Gigabit Wireless, is developing mass-deployable
fixed wireless broadband solutions for the delivery of high-speed
IP services. Our company name, coined from "I/O," "input/output,"
and "span," suggests broad reach and connecting
to multiple locations. Also recalling Io, the moon of Jupiter
from Greek mythology, our name conveys space and universality,
highlighting the breadth of the wireless network.
Logo by
Profile Design.
Master-McNeil created Optivo
for the former Resonant Commerce, a company that uses dynamic pricing
analysis to help e-commerce companies determine the best market
prices for their goods and services. From "optimize,"
our corporate name is active and enthusiastic in tone while conveying
the key concept behind this new pricing solution.
Logo by
Diesel Design.
DigiPlex is our
name for the former HubCo, a pan-European provider of carrier-neutral
colocation facilities. Master-McNeil created the name DigiPlex by
combining the globally recognized word "digital," related
to computers and calculations, with "plexus," meaning "a
network." DigiPlex is clearly identified with its core business:
giving bandwidth-intensive Internet and telecom customers state-of-the-art
colocation services in a highly secure environment.
Logo by
Gee and Chung Design.
Derived from "dexterity," Adexa,
our name for the former Paragon Management Systems, highlights the
responsiveness of the company's extended supply chains.
Covigo is our company
name for the former PhoneSpan, an e-business platform provider of
next-generation transactional wireless applications and services for
mobile devices. Coined from "co-," "vigor," and
"go," this name suggests working together to provide portable
solutions. The compactness and crispness of the name also convey a
sense of motion and speed that are essential requirements of mobile
applications.
Logo by Michael Patrick
Partners.
Optimos,
our name for this IT consultancy, aptly describes how the company
optimizes cutting edge solutions to meet the competitive demands
of e-business.
Logo by Michael Patrick
Partners.
Netigy is our company name for the former Enterprise Networking
Systems (ENS). A professional services and networking consulting
company, Netigy helped enterprise clients and service providers
adapt to network-based business models. Netigy's strategic assets
were acquired by ThruPoint.
Logo by
Gee and Chung Design.
Master-McNeil created this name for the company formerly called
BravoGifts.com. Bravanta
specializes in Web-based enterprise incentive and recognition solutions.
Coined from "bravo" and "advantage," the Bravanta
name enthusiastically suggests the recognition and opportunities
businesses can generate through their appreciation programs.
Andavo is our name for the former eSpoke, a company that created
the first digital communications services marketplace for the marketing
and distribution of telecommunications and Internet services. From
the Italian verb andare, "to go," our new name
suggests new developments, and progress. By also suggesting "data"
and "voice," the name emphasizes the marketplace's core
offerings.
Created for the joint venture between Ariba (a Master-McNeil
name from 1996) and Chevron, PetroCosm is the first global,
independent Internet marketplace for buyers and suppliers in the
energy industry. Our name, derived from "petro-,"
and "cosmos," conveys the oil and gas industry,
while also suggesting a big, important, unlimited new realm or
destination.
The software from Vividence,
formerly called Facilitas, enables companies to evaluate the effectiveness
of their web sites, based on feedback from target customers. Our
new Vividence name and domain name are a composite of "vivid"
and "evidence," together suggesting discovery, revelation,
and insight.
Centegy
replaces the former Neteq company name. An Internet technology
consultant, Centegy provides practical supply chain solutions
for mid-sized companies worldwide. Derived from "center"
and "energy," our new company name suggests balance,
perspective, and vigor.
Master-McNeil created the company name FatSplash for the former Atlantic
Duncans International (ADI), providing outsourced e-mail and live
chat customer care for e-businesses. Highly trained "SplashExperts"
are technologically "ahead of the curve," and adapt quickly to
new technology developments. Largely arbitrary but possessing
a cool, edgy tonality, this new name and domain name are designed
to be memorable and help FatSplash stand out from its many competitors.
Comergent
is our company name for the former Internet Commerce Connection,
developers of Internet-based software solutions for channel network
management. "Co" suggests both "commerce"
and "with," or "bringing together," while
"merge" suggests the conjunction of network management
functionality and users needs, enabling smooth information flow.
Logo by 1185
Design.
Pixo
is Master-McNeil's company name for Tacit Software, developers
of graphical user interfaces and data applications for smart phones
and other devices, such as Apple's popular iPod mp3 player. Our
name, by recalling the word "pixel," suggests the company's
focus on the user interface. The name's abbreviated and upbeat
tone also suggest simplicity and ease of use, key benefits of
everything Pixo does.
Master-McNeil developed the name Conexant for Rockwell Semiconductor
Systems, a spin-off from Rockwell International. Our name suggests
"connecting," bringing people together and merging technologies,
and conveys "next," recognizing them as forward-looking
and innovative. The "ant" suffix suggests a proactive,
action-oriented approach to business, ideally positioning the
company as an aggressive leader in communications technology.
As part of a major corporate brand architecture
project for Cadence
Design Systems, Master-McNeil greatly simplified the Cadence
product line by grouping products into six branded product families.
We then created the names Cierto, Affirma, Assura, Envisia, and
Intrica to create a clear and cohesive family of sub-brands.
Extricity Software is the name for the former CrossRoute
Software, supplier of business-to-business integration applications.
Extricity, with its associations of "electricity" and
"extrinsic," suggests energy and excitement and a focus
on the extended enterprise. Extricity was acquired by Peregrine
Systems.
Logo by 1185
Design.
Master-McNeil developed the name Concur Technologies for the former
Portable Software. Our name suggests such qualities as approval
and consensus, appropriate for this expense management software
supplier.
The new identity of the SQL Group reflects the transformation
from a UK-based consultancy to a world-class supplier of mission-critical
transformation hub technology to the Global 2000. The name Constellar
is a combination of "constellation" and "stellar"
and was chosen to help communicate this global focus and status
as a first-class company. The company's assets were acquired by
DataMirror;
Constellar is still used in product names.
Logo by Abrams Design Group.
Maxager's
advanced profit analysis products are designed to provide component
manufacturers with a system that allows them to maximize the profit
flow through their plants and realize their "Total Available
Profit." Our name combines "maximum" and "maximization"
with "manager," making the name particularly apt and
appealing. The name has been extended to the product level: Costing
Maxager, Thruput Maxager, Pricing Maxager, and Quality Maxager.
Logo by Studio
Moon (formerly A E R I A L/San Francisco).
Candere, Latin for "to shine," forms the
root of our corporate name for this developer of Thin CRT flat
panel displays. The association of light, brilliance, and clarity
suggests the key features of Candescent's technology — high-color
fidelity and brighter clearer images.
FirePower Systems, previously known as PowerHouse
Systems and formed from the hardware division of NeXT, was the
first company to design clones based on the PowerPC microprocessor.
Purchased in late 1996 by our StarMax client Motorola, FirePower
now resides in the Motorola PowerPC group.
This Xerox company made high-resolution flat-panel
screen displays. Our name, dpiX, evokes industry-standard terminology
(dots per inch) and Xerox heritage (the "X"). We chose
to emphasize dpi as the core of the name, reflecting the
revolutionary seven-million-pixel Xerox technology being commercialized
here.
Designed to convey the idea of partnerships, Master-McNeil
developed the name Symbios Logic for the AT&T Global
Information Solutions spin-off of its NCR Microelectronic Products
business unit to Hyundai Electronics America. At acquisition,
Hyundai's purchase price of over $300 million represented the
largest direct investment by a Korean company in the United States.
Although Symbios is a coined word created
for this company, it is closely related to the Greek word for
companionship, symbiosis, which is also familiar as a biological
term, meaning a close, prolonged association between two or more
different organisms. Symbios Logic was acquired by LSI
Logic.
Logo by Sullivan
Higdon & Sink, Wichita, Kansas.
We created the corporate name Illustra Information
Technologies for Montage Software. Illustra is an ideal
name for this maker of object-relational database systems. Of
Latin origin, Illustra suggests clarity of vision, brilliance,
and light, and also brings a suggestion of renown and excellence
through its association with "illustrious." Illustra
was acquired by Informix.
Logo by Landkamer
Partners.
Master-McNeil created the name InsideLine for
Broadcom's home networking technology,
and iLine 10 for the first product family based on this technology.
The InsideLine technology delivers 10Mbps Ethernet networking
across existing home phone lines. Both names highlight the use
of phone lines. Additionally, due to colloquial use of "inside
line," our names suggest that even novice customers get
access to the most sophisticated technology.
Logo design by Landkamer
Partners
HP's
Covision is a worldwide sales program that provides integrated
solutions through channel partners to enhance customers' use of
the Internet. "Co" suggests working together, synthesis.
"Vision" suggests the program's innovative, forward-thinking
approach to Internet solutions.
Trimble
Navigation's CrossCheck family of products provides commercial
fleet owners with the ability to track, communicate with, check
for unauthorized use of, and prevent theft of each of their vehicles.
Master-McNeil's CrossCheck name emphasizes the information exchange,
monitoring, and certainty that these products provide.
HP's
VerSecure technology
offers a secure method of sending electronic files over the Internet.
Formerly known as International Cryptography Framework, HP VerSecure
provides a single product solution that allows users to select
levels of encryption according to personal needs and government
regulations. Approved by the U.S. Government for export, VerSecure
has been licensed to numerous HP partners including IBM, Microsoft,
and Motorola. Our name, coined by combining Latin versa
and securus, highlights the technology's key benefits of
versatility and security.
Hertz Hypertrax is our umbrella brand name for Hertz's integration of technology
into the car rental experience. Hypertrax collects and transfers
rental information among Hertz locations worldwide, offering corporate
customers immediate, seamless service and account information.
Hertz states in its brochure, "At the core of everything
we do is Hertz Hypertrax, the spectrum of innovative technological
services that permits us to consistently provide quick and efficient
Hertz # 1 Club Gold rentals worldwide." "Hyper"
is from the Greek meaning "beyond, over, or above,"
while "trax" conveys tracking, precision, and
accuracy.
Specifically designed for small business, Business Gateway is Wells
Fargo's online banking service, allowing customers to manage their
money on the PC. With Business Gateway, small business owners
can access account balances, transfer funds, stop payments, prevent
overdrafts, see if checks and deposits have cleared, and make
federal payroll deposits electronically.
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