The history of one name
At some point, we decided that it was time to change the working title of our project to the present. For more than a month we came up with different names, twisted them like that, and, of course, discarded them. Much was discussed orally - but the main discussion was held at the forum, and therefore we can offer you notes on how this happened with us.
I think that not everyone can carefully read the entire chronicle, it is too big. But even if you simply leaf through the post, it will be easier for you when you yourself face the pangs of choosing a name: you will know that you are not alone. The story is written on behalf of Igor Kryltsov After reading Jason Cohen 's post “Naming your startup: Settle down, it's cool!” , I remembered the previously read How To Pick A Company Name: Tips From The Trenches and 17 Mutable Suggestions For Naming A Startup , and even the full version from Igor . The memory was still fresh memories of how we came up with a name. In addition, I had never met a detailed story about inventing a name before - the idea of this post was born.

As you know, English for some of us is a second, or even a third. And we, of course, chose the name English, and therefore if some of the options seem ridiculous or fun-associated with our English-speaking readers, you will know that in Russian they sound just great and don't smell anything like that.
Now a few words about the subject area.
Deep Shift Labs is the name of our team, and therefore the name of the product consonant with the words 'deep' or 'shift' would be nice, from our point of view.
Selenium - our product uses Selenium , and therefore the full or partial (root or suffix) presence of this word would not be bad either.
Test-ing - our service performs automatic functional tests and therefore such a word may be present in the name.
Cloud, Elastic, Virtual - the system creates a virtual environment consisting of 10, or 100, or ... tester machines.
Bug, Error - here it is clear, this is what we are looking for - bugs, errors.
This is, I would say, a semantic shell . It is probably wise to always start with her in search of a name. This was not recorded explicitly with us, but, as you will see, all discussions revolved mainly around these words.
By the time the discussion of the name began in January 2010, we were already working on the project for a year and a half, and therefore we were looking for a name for an already living system. The system is being made in free time from contract work. From the very beginning of the work, the name Trillium, consonant with Selenium, stuck to it. The word also contains the letter 'T' from Testing, but, unfortunately, it turned out * that there are a lot of people who want to use this name, and in addition, it is very close to the name of the popular Trillian chat client from Cerulean Studios. We started talking about a new name, as we decided that we could come up with a better name for which the domain would be free. As soon as inspiration came, we generated names again and again, and these dialogs are listed below with a few copyright edits.
The discussion was attended by:
Igor
Dima
Sasha
Oleg - to be brief and not to go into the history of our 8 year old acquaintance - Oleg Kiselev helps us with practical advice when our questions are interesting to him and intersect with his knowledge and experience. We consider him an adviser and therefore address questions ... not often :)
Mon. Jan 11, 2010 11:14 am - Igor
Trillium - currently used
ShiftOS or ShiftOs or Shiftos
ShiftOZ or ShiftOz or Shiftoz - Australia - Oz
Shiftoid - fictional

Selenoid - fictional
Selenius - fictional
Selen - Selenium
Selenite - selenite (calcium sulfate dihydrate)
Selenide - selenide (hydrochloric acid salt)
Selenosis - selenium poisoning
Selenious - selenium
Gridder - a player
Found and immediately discarded (the dangerous word is test, as it turned out):
Testaceous - having a hard shell or shell-like outer covering
Testa - the protective outer covering of a seed.
Testee - one who takes or has taken a test.
Testoid - any substance, as testosterone or androsterone, that promotes male characteristics.
Testis - an organ which produces sperm.
Tue Jan 19, 2010 9:08 pm - Dima
In a parallel topic, the character-logo was discussed where pretty soon we went to the chameleon - it catches bugs (even at a great distance, like our system), changes color, looks in all directions. Therefore, among the options will begin to come across words that intersect with the word chameleon.
Chameleon - also a cool character. And you tail, and language, and bugs, and color changes.
Mon Jan 18, 2010 2:19 pm - Igor
Two names sounding like chameleon + selenium:
Seleon - fictional
Selion
Cf. Jan 20, 2010 11:45 am - Igor
Dima: “The chameleon is also a cool character. “And you tail, and language, and bugs, and color changes.”In addition, the chameleon is a very funny character, around which you can create a lot of funny situations. And he can “shoot” his tongue - we, too, can create any number of virtual machines for testing. We, like the chameleon, can change their “colors” - by launching IE8 on Windows or Firefox on Linux. Very, very nice parallels.
This morning, on the train to the office, I realized that the logo, name and motto (if you were not a pioneer organization and were born under capitalism, will the word "slogan" be closer to you) should fit together? Well, or at least not to contradict.
What is the essence of our system? We are Selenium cloud. A cloud is associated with a certain space that can be resilient, elastic, or stretchable. After shamanizing or making sacrifices to the gods, it can cause rain (can be used on demand). Amazon calls its Elastic Computing Cloud service, Oleg's company is called Parascale **- tobto uses the words 'scale' or 'scalable'. I also used the word 'valium', thinking of combining it with the word 'selenium' and the slogan 'Selenium testing and no stress' ('Stress free Selenium testing') or something like that. Having passed several stations (it was a matter of train), I realized that, despite the fact that our service really facilitates testing with Selenium, the slogan in this case will not say anything about the main advantage of the service - the ability to use as many resources as necessary (scalability Selenium way).
After the illumination that came upon me, I wrote down the words for myself:
Chameleon
Selenium
Elastic
Valium
Cloud

and began to combine them with:
--Valium &
Selanium (+)
Selium - certainly not Valium (well, almost ...)
--Scale & Selenium
Scalium
Scanium
--Cloud & Selenium
Closelin (-)
Closeus (-)
Seclonium (-)
Closenium (-)
Clodium
--Elastic & Selenium
Seltic
Elanium (+)
Those that I liked with a plus. Those that are not - with a minus.
Options for slogans:
- stress free Selenium cloud
- elastic Selenium cloud
- Selenium on a cloud
Slogans can be polished further. I see the slogan in capital letters on the home page of the system next to the name and logo.
Wed Jan 27, 2010 2:04 am - Sasha
Dima: “The chameleon is also a cool character. “And you tail, and language, and bugs, and color changes.”I support. Well, congratulations, we seem to have decided on the character.
Igor:That Selanium, that Elanium I associate with medicines, for example, 'Relanium' :) :) In general, like Selanium sounds better. And can I throw a couple of options? Not? Well, I'll throw it anyway - Secleon (Selenium cloud chameleon), Scasecl (Scalable selenium cloud).
"--Valim + Selenium
Valenium
Selanium
Selium - certainly not Valium (well, almost ...)"
Wed Jan 27, 2010 11:16 am - Igor
Sasha: “What Selanium, what Elanium I associate with medicines”I agree, it brought a bit.
Sasha: “Well, I’ll throw it anyway - Secleon (Selenium cloud chameleon), Scasecl (Scalable selenium cloud)”Your options take into account everything, but difficult to pronounce. Perhaps it makes sense to completely abandon attempts to abbreviate everything in the name, otherwise we will get VSEGEI , ASS Concerts , or simply call for example Debugz. It sounds like debug bugs and destroy bugs, and the definition of what it really is - Selenium cloud - will remain in the slogan.
Wed Jan 27, 2010 9:22 pm - Oleg
(sent slogans for advice)
“selenium in the cloud” - sounds like a good description of
“stress-free selenium service in the cloud” - a good slogan
Sun. Jan 31, 2010 11:33 am - Igor
Debugz - the domain is busy.
I read here:
en.wikipedia.org/wiki/Bazooka - the domain is naturally busy, I write - maybe someone will light up on this subject
en.wikipedia.org/wiki/Chameleon - «Rapidly and extrudable Tongues» thought 'eXtrudius' (the word itself posmyslu fits ) or 'Extrudius'.
Since Selenium on demand - can it be ' Demandus ' or 'Demandium' or 'Demanium' using the suffix Selen-ium?
Sun Jan 31, 2010 11:35 am - Igor
We pass to Esperanto .
Mon Feb 01, 2010 10:29 pm - Igor
From Esperanto:
eskali or eSkali - translates as scale. Well and in Russian is pronounced - almost like "Shot?" from the White Sun of the Desert, I’m not saying that it can be written as eBay - a small letter then a large one). I did not find a registered trademark.
insekto or inSekto - translates as bug. There is Se in the word. I did not find a registered trademark.
Other Esperanto words:
demand - debito
kill - mortigi
cloud - nebuligi, nubo
Other non-Esperanto names - patented and domains unavailable:
Bugster
Bugbuster
Buzzuka
Buginator
Buggle
In the wake of Harry Potter:
bugdemort.com - available, but very much like the Harry Potter
debugtor. com - in the book dementors. I like. And you?
debugius.com - to continue the topic. Free
debugos.com - it seems to me that it is better than shiftos.com. The domain is free.
selentos.com
watts. Feb 02, 2010 1:39 am - Sasha
We discussed with Dima and came to the conclusion that the option 'eXtrudius' or 'Extrudius' sounds good.
Igor: "'Demandus' or 'Demandium' or 'Demanium'"But these options somehow lead away towards demonology, which is scary :)
Tue. Feb 02, 2010 1:52 am - Sasha
We've been creating creative here for quite some time. Initial considerations - the trademark and domain name should be at least similar, so that one recalls the other, ideally match. Of course, this is not a necessary condition, but highly desirable.
Igor:The last two options seem to be nothing (debugius.com, debugos.com), like the previously discussed option 'eXtrudius' or 'Extrudius'. But not one of them is the undisputed leader, in each there is something that does not suit completely. In order to facilitate our fate, we have prepared options, all domains are free:
"debugtor.com
debugius.com
debugos.com"
clinnium.com (1)
bugspell.com (3)
bugzcore.com (1)
buzzless.com (1)
deepium.com, deelium.com (3)
deesbug.com (2)
deesc.com (2)
fireum.com (2)
s-clo.com (1)
sellenia.com (1)
selenager.com (1)
seekabug.com (1)
The number of votes given for each option is indicated in brackets, it’s easy to notice the favorites :) Let's now, on the basis of the list received (+3 options above), we will carry out the final vote by choosing 3 candidates and, by coincidence, determine the winner.
Tue Feb 02, 2010 9:53 am - Oleg
With the exception of "selentos" and "escali", everything else is not suitable, from my point of view.
You are very focused on the endings -os and -us. They are not super attractive.
Think about the fact that many popular web startups have strange names that have nothing to do with what they do. If you want a name related to what you do - selenium on demand testing. selenium - takes its roots from the Greek 'selene' - the moon. How does moonwalk start? Busy
Igor: "moonwalk.com is busy."Tue Feb 02, 2010 12:50 pm - Igor
Lunar theme - Mooongle.com
We can draw a chameleon behind the name by making two letters 'o' with its eyes. Used three 'o's' because moongle.com is busy.
In Latin, the moon - Lynaris and Lynaris.com is free, but I like Mooongle more. It sounds better and almost like "you know who."
Tue Feb 02, 2010 2:31 pm - Igor
We pass to the names of the Aboriginal people of Australia
Tue. Feb 02, 2010 8:00 pm - Dima
Oleg: “popular web startups have strange names that have nothing to do with what they do”We discussed the idea of using some kind of Russian good-sounding word, for example, a cloud.
Igor: "We turn to the names of the aboriginal people of Australia"Many beautiful words :) The same arana - moon.
For that matter, I have long liked the words aranda and armidale. Howoomba also sounds mysterious.
Igor: “I like Mooongle more.”The only thing I don't like about Mooongle is its association with Google. Or is it vice versa good?
Tue Feb 02, 2010 8:46 pm - Igor
Another brainstorm in the train to work.
Domains and their mottos:
nerrvana.com - looking for bugs with pleasure
erranium.com - searching for stress-free bugs in Selenium's virtual cloud
erronium.com - similar to
moonshu.com - moon and shoot - just a good name, a bit related to
nirvanium .com - immerse yourself in nirvana and test Selenium. I like that mach :)
I like 'moonshu'.
Dima: “The only thing I don’t like about Mooongle is the association with Google. Or is it good on the contrary? ”I agree. Trying to be like Google is NOT good.
All domains are free. I propose now to always check the options for domain availability and indicate this fact.
Most of the titles (the link I cited above) are unfortunately busy.
Tue Feb 02, 2010 8:59 pm - Dima
Igor: "I like 'moonshu'."It seems to me a little Asian name, nerrvana is more like it.
Igor: "finding errors in a pleasant way"Good slogan)
W. Feb 02, 2010 10:04 pm - Sasha
Dima: “The only thing I don’t like about Mooongle is its association with Google. Or is it good on the contrary? ”In principle, any associations are good, if only the name is easy to remember. The only bad thing is that there is a combination of “ngl” that is hard to pronounce in Russian. And so the option is good.
Tue Feb 02, 2010 10:13 pm - Sasha
Igor:These 2 options are better for me than the rest. And if you choose from them, then I would take the second - I do not like double letters, people will be mistaken and come to another domain. If we had the same theme as nervana.com , then it would be a clever move. By the way, they stupid, it was necessary to redeem such a domain.
“nerrvana.com - we are looking for bugs with pleasure
nirvanium.com - immerse yourself in nirvana and test Selenium. I like that mach :) "
Wed Feb 03, 2010 10:39 am - Oleg
Igor:To be honest, your -um and -us endings are not to my liking. I prefer, after you sent a link to Aboriginal names, use one of them.
"nerrvana.com
erranium.com
erronium.com
moonshu.com
nirvanium.com"
nirvanium - sounds good, but very close to Nirvanix . It can confuse both them and your customers, which may lead to a lawsuit by Nirvanix. It does not mean that they will definitely win the case, but can you afford to sue them?
In any case, this is your company, not mine :)
Wed Feb 03, 2010 12:28 pm - Igor
Companies are called modestly - Igor International at the same time offering guidance on finding a name.
I turn to the Maori dictionary :)
demand - tono. Any ideas with 'tono'?
'Test' and 'try' (source )
birrku.com
garrmun.com
In many languages, the word 'moon' begins with lyn ...
lynerr.com
lynderr.com The
good word ' minder ' and variations on it are to your attention:
moonminder.com - busy
deminderr.com - demand, error , minder
seederr.com - sees errors instead of you
moterr.com - motor + error
tuchkus.com - 'tuchka' - cloud
lynabite.com - lyna + bite (bite)
figerr.com - show zero errors in your
application donterr.com - me let bugs settle in your application
mustdier.com - everyone understands that :) :)
mustdierr.com - the place where bugs die
It seems like taking a break. Today I’ll print the Aboriginal dictionaries - I'll see what's there.
Wed Feb 03, 2010 2:02 pm - Igor
testyfire.com - what about 'fire tests with testyfire'?
testifire.com the domain is busy, but testyfire seems even better to me tasty / test = testy moonfier.com bugfrier.com bugfier.com vemoon.com - virtual Selenium cloud bugmuter.com antibuz.com antibuzzer.com bugjiuce.com moongun.com moonoh. com testoh.com moonte.com buginar.com bugoh.com shotomo.com - sounds like a Japanese sushi bar ('shot' 'moon') debugie.com - there is debug, bugie, and generally like bungie moongie.com

arilpa.com - aboriginal moon
gigalee.com - aboriginal moon
goondooloo.com - Southern Cross, but its figs got no errors. And will anyone dial?
goolabah.com - box tree - it just sounds nice
nananga.com - moon
woolahra.com - moon
tanaranga.com - moon (easy to pronounce in Russian)
Cf. Feb 03, 2010 6:08 pm - Igor
While you were sleeping, we exchanged opinions with Oleg on the latest options.
Bottom line:
Debugie
Debuggie
Gigalee
Tanaranga
This however does not mean that we choose the final of these.
Wed Feb 03, 2010 9:04 pm - Sasha
Igor: DebugieI am associated with 'debug' + 'IE'
Wed Feb 03, 2010 9:33 pm - Igor
Sasha: “I have been associated with 'debug' + 'IE'”The popular suffix -ie is nothing special.
The most famous name that came to mind is www.bungie.com (net).
Wed Feb 03, 2010 10:52 pm - Igor I
travel along the map from Sydney up the coast:
mallabulla.com
bootibooti.com
mooneba.com
kremnos.com
deebung.com - here I lied. On the 'geebung'
map, deebuh.com - he invented himself by looking at the names on the map
deeplie.com - he invented himself by looking at the names on the map
neerdie.com - the real name from the
Wed. Feb 03, 2010 11:31 pm - Sasha
Igor: "deebuh.com"Funny, you can think of it as deep + BUH! I mean, I sit high, I look far, but if I fall, then for a long time.
Igor: "deeplie.com"Very easy and sonorous word, I like it. For some reason, I immediately wanted to check the figli.com domain, registered until 11 Feb 2010, maybe I’m lucky and it will not be renewed? : D
Th Feb 04, 2010 12:55 am - Dima
Igor:All pretty nice - but something to choose - brrr :(
"deebung.com
deebuh.com
deeplie.com
neerdie.com"
I feel that we will end up writing the names on pieces of paper, and we will pull them out of the cap)
Cf. Feb 03, 2010 13:25 pm - Oleg
The word 'lie' has its own shortcomings in the name. Deeplie sounds like a conspiracy theories site.
Th Feb 04, 2010 8:55 pm - Dima
Igor:I also like both) deeplie - so as not to be associated with lie, you could also write like deeplee - but he's busy.
"deeplie.com
figlee.com"
Th Feb 04, 2010 9:06 pm - Sasha
Igor:Yes, both names are good, it's not easy to choose.
"deeplie.com
figlee.com"
Fri Feb 05, 2010 9:42 pm - Sasha
Igor: “Google calls it this way - PubSubHubbubWhat is allowed to the gods is inaccessible to mortals :)
Tue. Feb 09, 2010 10:19 pm - Igor
Sasha: “So, let's stop at Deeplie.com? Already in the forum topics started to use :) "I don’t know about you, but I just went about other things to look at all the options after the break.
Mon Feb 15, 2010 2:48 pm - Igor
(10 days have passed)
Domains turned out to be free:
prompty.com - dictionary description „prompt - ready in action; quick to act as occasion demands. “

as well as:
promptie.com
promtie.com
Mon Feb 15, 2010 4:48 pm - Oleg
deeplie - associated with 'deep lie'
feeglee "- associated with 'fig leaf'
Not very good.
prompty.com - neutral
I looked past options. Do you like gigalee.com? Native and the moon and no one will say that we tried to just cram as much 'g' as Google :)
Mon Feb 15, 2010 9:35 pm - Sasha
Oleg: "prompty.com is neutral"Hard to pronounce
Igor: "velenium.com or vellenium.com - as Virtual sELENIUM"Velenium sounds good
Igor: "virshify.com - in virtlib there is a command 'virsh' used to manipulate virtual machines."All consonant sounds are deaf and hissing. Inaudible. And we remember there was still a variant of nerrvana.com (that's who brought us back to it - note. Auth.) And it seems that even many liked it.
Mon Feb 15, 2010 10:21 pm - Igor
Remember nirvanium.com
nerrvana? In which post?
Tue Feb 16, 2010 9:39 am - Igor

come and say :):
nerrvana
nirvanium
velenium
watts. Feb 16, 2010 8:10 pm - Igor
Morning exercises with 'err'
eterrnity.com
Is 'eternity' associated with anything bad? Eternity is “eternity” and I would not want our system to be associated with an endless process :)
The slogan is always ready to search for errors (in eternal search of errors)
counterr.com
enderr.com
eraserr.com
executerr.com
explorerr.com
vierr.com - makes errors visible
shifterr.com - Shift Labs approach to finding errors
fryerr.com - with the motto “fry bugs since 2010” (deep frying bugs since 2010)
runerr .com
rulerr.com - with the motto “new heights in working with Selenium”
Did anything stick out?
Tue Feb 16, 2010 9:00 pm - Dima
Igor: “Did something stick out?”Yeah, the very use of err at the end is great!
I liked:
enderr.com
eraserr.com
shifterr.com
The first two, however, are associated with killerr (free, by the way!).
shifterr - in my opinion, good.
True, a shifter is a “shifting device, a shift register” - but this is completely nothing.
Wed Feb 17, 2010 4:40 pm - Igor
Err at the beginning of the word
erraser.com
erraserr.com
Unfortunately zerro.com is busy.
Wed Feb 17, 2010 10:40 pm - Sasha
Igor: “Did something stick out?”That's good - enderr.com
Thurs. Feb 18, 2010 9:31 am - Igor
Sasha: “That's good - enderr.com”Your opinion coincided with the opinion of Oleg, and he rarely likes anything :)
Options are now born daily. Probably a habit?
eclerr .com
testerr.com
enderr - easily pronounced and with a good combination of the words 'end errors'
Thurs. Apr 08, 2010 11:14 pm - Sasha
Igor: "eclerr.com"Eclair is not our audience. Here's a beer, chipser, yes, they do :)
Igor: “enderr.com is a good name, but it’s hard to pronounce (compare with velenium)”I completely agree, especially to some who have fictitious effects.
Igor: "nerrvana.com - I would check the availability of the brand"Yes, interesting name
Igor: "velenium.com - easy to pronounce and associated with Virtual Selenium"It's not bad too
Dima: "There were also such options: deepium.com, deelium.com, deesbug.com, bugspell.com"Somehow against the background of nerrvana.com and velenium.com they look not so interesting anymore.
On this, our discussions of the name are interrupted and unexpectedly go into the discussion of the logo (and this, as they say, is a completely different story). Without even voting, we registered nerrvana.com and started using a new name - Nerrvana .
* - registered USA trademarks can be verified on the USPTO website
** - Parascale was purchased by Hitachi Data Systems Post
version in English.