The distinctiveness spectrum
Trademark law in the United States sorts names along a spectrum. From weakest to strongest: generic (the common name for the product, which cannot be a trademark), descriptive (describes the product; protectable only after it gains recognition), suggestive (hints at the product and needs imagination to connect), arbitrary (a real word used in an unrelated way, like a fruit name for a computer company) and fanciful (an invented word).
That is why these settings favor invented, evocative and blended names. They tend to sit at the stronger end of the spectrum. Read more in our trademark basics guide.
Giving an invented name meaning
Invented names start empty. You fill them with meaning through your logo, tagline, product and the story you tell. A good invented name still has a feel: soft or sharp, playful or serious. Read candidates aloud and notice the feeling before you think about meaning.
Brand checks that matter
- Is the name free of unfortunate meanings in the languages of your customers?
- Does it look good in a logo, in all caps and in lowercase?
- Is it distinct from the brands your customers already know in your category?
Example names from this generator
With the keyword lumen and the default settings on this page, the generator suggests: Lumenest, Lumenent, Ember Co., Lumenari, Marigold Co., Lumenux, Lumen & Line, Lumenpath, Harbor Studio, Lumena. Try your own keywords above.
Frequently asked questions
What is the difference between a business name and a brand name?
The business name is often the legal entity. A brand name is what customers see, and one company can own several brands. Often they are the same, but they do not have to be.
Is the brand name generator free?
Yes. The brand name generator is free with no sign-up and no limit on how many names you generate. The site is supported by advertising and clearly labeled partner links.
Are the names from the brand name generator available to use?
Not necessarily. The generator creates ideas; it does not check trademarks, state business records, domains or social handles. Each name links to a .com search, and our availability guide covers the other checks.
Do you save the keywords I type?
No. Names are generated in your browser and your keywords are not sent to us. Names you save are kept in your own browser's local storage, and you can delete them on the saved names page.
Why do I get the same names for the same keywords?
The generator is deterministic, so the same keywords and settings always return the same list and you can find a name again later. For fresh ideas, use Show more names, switch styles or add a second keyword.