United Pilot App�Naming Exploration
Kevin Leahy
Director of Brand & Content Strategy
Diego Wyatt
Lead Brand Strategist
Meg Rux
Content Strategist
February 9, 2023
Agenda
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01 Today's Objective
02 Workshop Review
03 Naming Exploration
04 Next Steps
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What's in a Name?
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Naming is always a subjective exercise, but we find that the most successful naming projects usually fall into two camps: either the right name connects immediately with decision-makers, or it reveals itself after some deliberation.
In both instances, the key element to a successful, resonant name has been the subsequent investment in the chosen candidate. Think of the name as an empty vessel into which your customers, partners, and stakeholders will project your product’s qualities.
We recommend revisiting this presentation in a few days’ time and seeing which names seem most agreeable and memorable. If a name sticks in your mind, there’s a good chance it will do the same for your audiences, too.
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Workshop Guidelines
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During our workshop, we heard input from the United team that provided us with some guidelines and excellent context as we approached naming exploration:
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Trademark Review
Ahead of brand and legal review, we conducted a quick search of each option through the United States Patent and Trademark Office (USPTO).
This helped validate and narrow down our list of names.
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Top 10 Names
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FlightXchange (FX)
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A straightforward descriptive name that alludes to one of the app’s core functions. In terms of design considerations, this name features six characters on either side of the central X, which creates symmetry for monospace fonts. The name can also be telegraphically shortened (FX) for a minimalist design.
Trademark Considerations
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Tempo
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Alludes to the reliability and speed of United; the scheduling functions of the app; and is also a quick, single, fun word.
Trademark Considerations
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BlueBoard
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Nods to United’s signature brand color with a name that suggests a forum for posting and exchange. From a design perspective, the medial caps allow the name to be telegraphically shortened for logo design (BB).
Trademark Considerations
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URSA
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An acronym for "United Route Scheduling Assistant," this name references Ursa Major—the most visible constellation in the northern hemisphere. The name evokes a sense of direction, vastness and guidance.
Trademark Considerations
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TOPs
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An acronym for “Tools for Organizing Pilots,” conveying speed and priority.
Trademark Considerations
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Aloft
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Could live on its own as a real word (“Aloft”) or serve as an acronym for Automated Life-Organizing Flight Tool.
Trademark Considerations
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Val
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Val is an acronym for United's original name, Varney Air Lines, and leans into the heritage and legacy of United.
Trademark Considerations
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MainLine
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MainLine leans into the rich history of United. Early United flights traveled the Main Line trail, one of the company's earliest slogans was the "Main Line Airline," and Mainline was the name of the brand's history-making magazine.
Trademark Considerations
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Rhapsody
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Revives a legacy United name and references the brand’s signature advertising campaign; also alludes to the app’s role in orchestrating its users lives and schedules.
Trademark Considerations
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Leon
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Inspired by civil aviation pioneer Leon Cuddeback, the first commercial pilot for Varney Air Lines, this name is distinctive and uniquely linked to the history of United.
Bonus idea: should United ever consider renaming the Flight Attendant tool, may we recommend Ellen, after Ellen Church, the first flight attendant?
Trademark Considerations
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Bonus name!
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Yeager
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In honor of the iconic, laconic aviation pioneer.
Trademark Considerations
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Names At-a-Glance
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Aloft
TOPs
URSA
Tempo
Yeager
FlightXchange (FX)
BlueBoard
Rhapsody
Leon
Val
Mainline
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Next Steps
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