From word to brand: see how names come to life in the design in the showreel
1000+
names, logos and brandbooks
14 years
in business, working since 2012
5 minutes
average response time to inquiry
Gromov Branding Numbers
100%
brand name registration guarantee
What our naming service includes
Research and name generation
— Defining naming themes and associations
— At least 10 name options
— Linguistic review
— The story and rationale behind the name
Legal check and documentation
— Trademark registrability check
— Check for similarity with trademarks
— Check for domain and social media availability
— Preparation for registration at Rospatent
— Basic slogan (on request)
All registrability checks are done by us. You don't spend time on lawyers and patent agents.
Name ready for registration and promotion
01
Name is secured for you
Rights are officially secured, nobody will be able to use it after you
Rights are officially secured, nobody will be able to use it after you
02
Ready materials for launch
Domain, social media and first touchpoints immediately under the approved name
Domain, social media and first touchpoints immediately under the approved name
03
Support until results are achieved
Patent attorneys handle the Rospatent application through to completion.
Patent attorneys handle the Rospatent application through to completion.
04
A name ready for use
Used in marketing and communications without risk of future rebranding
Used in marketing and communications without risk of future rebranding
Naming projects
Request
Solution
A company that was building an elite cottage village in Anapa approached us.
We needed a name — unique, memorable, reflecting the project's advantages.
We needed a name — unique, memorable, reflecting the project's advantages.
We started with market analysis: studied positioning and communications of competitors to avoid repeating their names and to find an open niche.
Then we analyzed the target audience — their needs and what is truly important to them. Based on this, we built the brand's semantic field: key images and messages the name should convey.
We generated a large pool of variants around this idea and ultimately settled on one — Domenie.
The name combines three words: house, estate, and possession. It sounds prestigious but is simple and easy to remember. It evokes associations with a place of strength and harmonious life by the sea.
After naming, we developed a corporate graphic system for the brand.
Then we analyzed the target audience — their needs and what is truly important to them. Based on this, we built the brand's semantic field: key images and messages the name should convey.
We generated a large pool of variants around this idea and ultimately settled on one — Domenie.
The name combines three words: house, estate, and possession. It sounds prestigious but is simple and easy to remember. It evokes associations with a place of strength and harmonious life by the sea.
After naming, we developed a corporate graphic system for the brand.
Margin increased by
+16,2 million ₽
Turnover increased by
+13 million ₽
Request
Solution
The SPORT UNIVERSE hypermarket chain was launching its own brand of sportswear and accessories.
We needed a name that reflects the spirit of sports and healthy lifestyle — and sounds on par with well-known global brands.
We needed a name that reflects the spirit of sports and healthy lifestyle — and sounds on par with well-known global brands.
We immersed ourselves in the brand's theme and built a semantic field — images and associations around which the name should be constructed.
We used various linguistic techniques to find a variant that is easy to remember and will resonate with the audience.
We developed more than 100 variants, checked them for the possibility of registration at Rospatent, and selected the 10 strongest ones.
The final choice was Sprint Spirit — the combination of the words 'run' and 'spirit'. A successful example of alliteration with repeating consonants S, P, R.
We used various linguistic techniques to find a variant that is easy to remember and will resonate with the audience.
We developed more than 100 variants, checked them for the possibility of registration at Rospatent, and selected the 10 strongest ones.
The final choice was Sprint Spirit — the combination of the words 'run' and 'spirit'. A successful example of alliteration with repeating consonants S, P, R.
Margin
+5 million ₽
Revenue
+14 million ₽
In the first year of sales:
Discuss your naming project
Tell us about your project — we’ll respond within 5 minutes and offer a solution within your budget.
Legal protection of the name ✓
We do not simply develop a name for your brand, but also ensure its legal protection. Each name developed by Gromov Branding is checked for registrability and ready for registration as a trademark.
If for any reason registration is not approved, we will offer an alternative name free of charge to achieve a successful result.
How does it work?
- We take into account all trademark requirements at the stage of generating variants.
- We prepare the necessary documents for registration.
- We cooperate with patent agents and accompany the process until successful registration.
Why is this important?
Registering a name as a trademark is important for protecting the brand from copying and unfair competition. Only a registered name ensures your business exclusive rights to its use and legal protection. This helps maintain brand uniqueness, prevent potential disputes, and strengthen customer trust.
Stanislava S.
They did more than they were supposed to, were inspired by the idea, and demonstrated coordinated teamwork. I express my gratitude on behalf of myself and my team. The project was led by Leonid Titov.
I recommend them to anyone tired of contractors who disappear before the deadline, or unresponsive designers who ignore feedback and insist on their own vision.
Agency 'Zerna'
The guys definitely know what client orientation means. The logo is simply amazing, really memorable. I am grateful to them for everything. The result is impressive!
Gamine
I recommend to anyone who wants to make the packaging of their business, their community, or their brand, to boldly approach the team from Studio Sarhan Gromov.
Alexander Peregudov
I especially like that they explain everything to you — the idea, the concept, the proportion, the fonts; that I myself understand what my brand is associated with, with whom and in what context.
Oleg Graf
We have worked with the studio since 2020. They created an excellent logo for our cosmetics brand. We are delighted, and so are our European partners!
Irina K.
Client reviews of our naming and visual identity work
Naming costs
Names that we have registered
And more than 1000 patents
What is brand naming?
Brand naming is the process of creating a name that makes a company recognizable and reflects its character. A clear, memorable name helps customers recognize the brand and distinguish it from competitors.
A well-developed name solves three tasks simultaneously: it distinguishes the company from competitors, forms the necessary associations even before the first contact, and serves as the basis for legal brand protection through trademark registration. Studies show that a successful name directly affects the speed of purchase decision-making and the cost of customer acquisition.
Naming is a strategic business decision.
A well-developed name solves three tasks simultaneously: it distinguishes the company from competitors, forms the necessary associations even before the first contact, and serves as the basis for legal brand protection through trademark registration. Studies show that a successful name directly affects the speed of purchase decision-making and the cost of customer acquisition.
Naming is a strategic business decision.
Errors in choosing a name:
- Complex pronunciation: Clients will not be able to reproduce it correctly.
- Lack of uniqueness: Too generic a name easily gets lost among competitors.
- Negative associations: The name may be associated with something unpleasant or evoke negative emotions.
What brand naming involves
Name
A brand name is a word or combination of words that identifies the company. A good name is easy to pronounce and remember, without undesirable associations. We develop 10 options and refine the selected name.
Semantic field
The semantic field is a set of associations and images around which the name is built. Properly chosen meanings evoke the desired emotions in the target audience and make the name recognizable even without explanations. We document the logic of each variant in a legend — why the name works exactly this way.
Sound and style
Sound helps convey a brand's character: formal or friendly, premium or accessible. We check pronunciation, perception in other languages, and ease of use in speech and writing.
Legal check
Checking for similarity with registered trademarks and registrability — an obligatory step that protects the name from copying and legal risks. A unique, legally clean name makes the brand immune to patent trolls and unscrupulous competitors.
Naming report
A report explaining the chosen name, with its semantic map, story, and the results of linguistic and legal checks. It helps the team, investors and partners understand the decision. We deliver a PDF with usage examples.
In 5−10 minutes on the call we'll figure out which direction of naming will work and why
We'll show 5−10 name options for your business
Free | No obligations | We respond within 5 minutes
we'll show 2–3 semantic directions
we'll explain how it supports your business
we'll outline timelines and costs
we'll answer all your questions
we'll explain how it supports your business
we'll outline timelines and costs
we'll answer all your questions
The name exists. But does it work?
PROBLEM
The name was invented on the fly
Without verification and strategy — the team later can't explain what it means
In the end, there is a name.
But there is no effect.
But there is no effect.
The brand is not memorable, not legally protected, and does not help with sales
It's unclear how it sounds in other languages
Without linguistic expertise, the name risks causing awkward associations when entering new markets
The domain and social media handles are taken
You have to add numbers or underscores, which can confuse customers
The name is not memorable
Clients confuse you with competitors and can't explain the name to friends
We create a name as a strategic asset, not as a creative improvisation
So that it works: it is legally clean, easy to remember, and reflects the brand's character
We work with companies for whom results matter, not just a 'pretty word'.
The name should work for the business and increase sales,
not be a random word
SOLUTION
The team immediately understands how to use the name in communication
The solution is already there — no need to explain the meaning from scratch every time
Save time on new materials
The name sounds equally well everywhere — in advertising, on the website, in negotiations
Trust grows
Lawyers and patent agents immediately understand what they're working with
Fewer risks during registration
The name strengthens brand perception, not just 'sounds normal'
Influences customer choice even before they meet the product
It's easier to sell at a higher price
New products and product lines get a name quickly, without chaos
The system provides clear logic — new names are born in a unified semantic field
Time saved for the team
Common questions before a naming project
DOUBTS
What if I don't like the name?
We show 10 options in advance
and proceed only with an agreed direction
DOUBTS
HOW WE SOLVE THIS
And if Rospatent rejects registration?
We check for registrability before presentation
Risky options are filtered out during the generation stage — risks are identified before presenting options
Will the name remain mine if we part ways in the middle?
We work under a contract with transfer of exclusive rights
No gray zones with intellectual property
How do I explain the name to the team and investors?
We prepare a story and rationale for each option
A clear document, not just a 'pretty word'
What if a name is needed for a new product line in six months?
We stay in touch after project delivery
We select new names in the same semantic logic
Will different departments use the name inconsistently?
We document usage rules in the brand book
So no one starts abbreviating or distorting the name on their own
How much will it cost in the end?
We state the amount upfront and fix it in the contract
No surprises or additional payments during the project
Overall timeline: 10–30 working days, depending on the package
Our naming process
Before developing names, we study the client's business, competitors and target audience.
We analyze current market trends, the semantic field of competitors, and your target audience's preferences, so that the name stands out for your business and does not blend in with similar ones.
We analyze current market trends, the semantic field of competitors, and your target audience's preferences, so that the name stands out for your business and does not blend in with similar ones.
As a result of the analysis we will determine:
- Market conditions and the competitive environment
- Competitors' characteristics, including their names
- Target audience preferences and needs
- Defining the naming objectives
Defining the goals and tasks of naming is important for understanding which image the name should convey.
Together, we answer the key questions:
- What is the company's mission?
- What associations should the name evoke?
- Which objectives should the name support: recognition, international use, legal protection or others?
Briefing and analysis
Based on the analysis results and company goals, we form the brand's semantic field.
The semantic field is a set of key images and associations around which the name will be built.
The semantic field is a set of key images and associations around which the name will be built.
This includes:
- Main ideas and messages that the name should convey
- Associative images that the name options are based on
- Brand positioning relative to competitors
Forming the semantic field
Based on the agreed semantic field, we develop name options. This is a key stage where from 5 to 10 names in different stylistic directions are born.
- Descriptive: directly name the essence of the product
- Associative: evoke the desired image through metaphor
- Abstract: have no dictionary meaning, are filled with meaning through communication
- Hybrid: combination of existing roots in a new form
After generation, we conduct a preliminary check to filter out unsuccessful variants: we look at euphony, ease of pronunciation, and primary associations. For this, the opinion of others may be involved — a survey of colleagues or a small focus group.
Name generation
We check each variant from the shortlist for legal clarity, availability, and perception — before showing you the final names. For each client, the set of checks is the same, but the result differs: in some cases, the domain is more important, in others — the sound on the foreign market.
In the selection process, not only the semantic component is taken into account, but also practical applicability. As a result, your name is easy to pronounce in conversation, does not create confusion when searching on the internet, you save time on registration due to a preliminary legal check, and employees and clients remember the name at first glance.
In the selection process, not only the semantic component is taken into account, but also practical applicability. As a result, your name is easy to pronounce in conversation, does not create confusion when searching on the internet, you save time on registration due to a preliminary legal check, and employees and clients remember the name at first glance.
- Check for similarity with registered trademarks
- Check domain and social media handle availability
- Linguistic expertise: euphony, pronunciation, absence of undesirable associations
- Check for perception in foreign languages (when entering international markets)
- Testing on target audience: surveys, feedback from focus groups
- Evaluation of memorability and uniqueness against competitors
- Final selection of 1−3 variants with justification for presentation
- Prepare the story and semantic map for the approved name
Review and selection
Finalization is a document in which the approved name and the logic of its selection are recorded.
We compile all the information into a legend, where we describe in detail the meaning of the name, the rationale for the choice, and recommendations for further use.
We compile all the information into a legend, where we describe in detail the meaning of the name, the rationale for the choice, and recommendations for further use.
- Rules for using the name
- Legend and rationale for the choice
- Semantic map — what associations and why are embedded in the name
- Basic slogan (if necessary)
- Documents prepared for trademark registration
Finalization
For us, it is important that the development of a name becomes not the end, but the beginning of your brand's life, so we will help at the implementation stage: we will advise you on how to correctly use the name in legal documents, signage, and advertising materials, give recommendations on trademark design, and happily help with advice or action at every stage of brand launch.
Design supervision
Naming deliverables
PDF file:
- Concept description.
- Logo (if required).
- Recommendations for usage.
What is included:
- Full market analysis.
- Recommendations for visual identity.
- Possible adaptations for international markets.
Why is naming needed?
Naming solves several tasks at once:
- Attract attention at the first encounter with the brand
- Stand out from competitors
- Create relevant associations before customers encounter the product
- Reduce legal risks when scaling
- Provide a foundation for the logo and visual identity
When a business needs naming
A company name works for business only when it is based on logic, not a random set of letters. We analyze when naming stops being a wish and becomes a necessity.
You are starting a business from scratch
Before your first customer, first business card, or first contract, you should have a name that you can pronounce aloud without stumbling. Many start with a name invented in one evening with friends — but after a year, they have to redo everything because the domain is taken, and Rospatent rejected it.
Expanding to a new market or segment
A name that worked well on a local market may sound ambiguous in English or Spanish, or even mean something inappropriate. Checking perception in other languages is not a formality, but a way to avoid embarrassment before a new audience.
Launching a second product under the same brand
One name for everything — is not always the right solution. If a new product line aims at a different audience or price segment, it often needs its own name that does not blur the main brand and does not compete with it.
You face an obstacle to trademark registration
You have been working under a name for years, but cannot register a trademark — someone has already taken a similar name in your category. The only way out is a new name that is immediately designed with legal clarity in mind, not as an afterthought.
A name that works at all levels
For us, it is important that after the work is completed, the client finds it convenient and easy to use the name in solving their everyday tasks.
Therefore, we do not just come up with a word, but also build a legend with justification: how the name is decoded, what meanings are embedded in it, how to correctly decline and pronounce it in different contexts — from legal documents to advertising materials, social networks and negotiations with partners.
Therefore, we do not just come up with a word, but also build a legend with justification: how the name is decoded, what meanings are embedded in it, how to correctly decline and pronounce it in different contexts — from legal documents to advertising materials, social networks and negotiations with partners.
Each project is a team effort, where each role plays an important part in creating a legally clean and functional name:
Art director
Leads the process and defines the creative directions and strategic rationale. Ensures the name reflects the brand's positioning, coordinates the team and communicates with you at each stage.
Linguist
Checks pronunciation, meanings in other languages and undesirable associations, considering how the name works in speech and writing.
Copywriter
Develops name options, their stories and, where needed, a supporting slogan.
Project Manager
Coordinates the team's work, monitors deadlines, and communicates with you at every stage to ensure all tasks are completed on time and in line with your wishes.
Who develops your brand name
Frequently Asked Questions
How much does name development cost?
The cost of naming depends on the task, the number of search directions, and the depth of verification. Developing a name for a company, brand, or product — from 190 000 ₽. The cost includes research, development of variants, checking against open databases, and presenting names with justification.
How long does it take to develop a name?
On average, naming development takes 15−20 working days. The timeframe depends on the market complexity, requirements for the name, and the need to verify variants. If a name is required urgently, we can discuss accelerated development separately.
What is included in the full naming development service?
We analyze the market, competitors, and audience, determine the requirements for the future name, develop semantic directions and variants, conduct preliminary checks, select the strongest solutions, and present them with arguments.
How many name variants do you offer?
We do not generate hundreds of random words. Final presentations include selected variants that have passed internal selection and preliminary checks. Each variant is accompanied by an explanation of the idea, meaning, and logic of the name.
Do you check whether the name can be registered?
Yes. Before presentation, we conduct a preliminary check of names against open trademark databases. For the final variant, we recommend conducting a full check with a patent attorney before filing an application with Rospatent.
Can you guarantee name registration at Rospatent?
An absolute guarantee before the Rospatent decision is impossible. Our task is to exclude obviously conflicting and weak variants in advance and significantly reduce the risk of rejection. Final legal verification is conducted by a patent attorney.
Do you check for available domains for the name?
Yes. When developing a name, we take into account the possibility of using the name on the Internet and check the availability of suitable domain names. If the exact domain is occupied, we consider alternative spelling options and domain zones.
Can I commission naming without a logo or visual identity?
Yes. Naming can be ordered as a separate service. After selecting a name, we can develop a logo, brand style, brand book and other elements of visual identity if necessary.
For which companies and products do you develop names?
We develop names for companies, brands, products, services, residential developments, restaurants, shops, digital products and new business ventures. We work with new brands and businesses that need rebranding.
What do I need to prepare before starting the work?
You do not need to prepare special documents. At the first meeting, we discuss the company, product, audience, competitors, target markets and naming requirements. We then prepare a brief and begin development.
What is usually ordered together with naming
Send us an inquiry and we will arrange a phone or video consultation at a convenient time.
- Leonid TitovCo-founder of the agency
- Nicol ZiminDirector of Communications
- Artem GromovManages key clients