Types of names: linguistic

Our final look at the four primary ways of describing different types of names: structural, legal, creative, and linguistic. Now we’ll conclude the series looking at developing names from a linguistic point of view.

English: a generative starting point

As mostly native English speakers with mostly English-speaking clients, we typically start in English which is a fruitful sandbox for naming. That’s because the English language loves to borrow, often due to historical events, trade, colonization, or cultural exchange. You may have heard it put, “English is a language that follows other languages down dark alleys, knocks them over, and rifles through their pockets for loose grammar and vocabulary. ”

Many of our words find their origins in several different languages, each with their own connotations:

• Direct borrowing: English frequently adopts words directly from other languages without significant changes. For example, “café” from French, “tsunami” from Japanese, and “bungalow” from Hindi.
• Loan translations (calques): Sometimes, English translates the elements of a foreign phrase directly into English. For example, the German word “Übermensch” was translated into English as “superman.”
• Hybrid words: English often combines a borrowed word with an English word to create a new term. For example, “automobile” combines the Greek “auto-” (self) with the Latin “mobilis” (movable).
• Adaptation: Borrowed words are often adapted to fit English pronunciation, spelling, or grammatical rules. For instance, the French word “bureau” was adapted into English, and we also have the word “bureaucracy.”
• Semantic borrowing: English sometimes borrows meanings rather than words. For example, the French word “entrepreneur” has been adopted in English with a similar meaning but is used in different contexts.
• Cultural borrowing: English borrows words related to specific cultural practices, food, or traditions. For example, “yoga” from Sanskrit, “sushi” from Japanese, and “salsa” from Spanish.
• Scientific and technical vocabulary: Many scientific and technical terms in English are derived from Latin and Greek, such as “biology,” “telephone,” and “hypothesis.”
• Slang and colloquialisms: English often adopts slang terms from other languages, especially in multicultural societies. For example, “kudos” from Greek and “fiesta” from Spanish.
• Names and titles: English sometimes borrows titles or names from other languages, such as “tsar” from Russian or “maharaja” from Hindi.

English shares roots with German, has a layer of French from the Norman invasion, and has a lot of Latin and Greek that was infused when scholars began to translate knowledge from the ancient world. You can imagine it like a tree, where the roots and trunk are Germanic (the core and foundation of the language), and where the leaves and blossoms are Latinate (the nuances that add color and texture to the language). For our purposes, we will focus on a basic overview of the languages that most often inform English language-based names. Because of this history, English has layers of meaning and sediment as you drill down into naming.

Knowing where a word comes from is helpful in naming. For example, if you’re naming a luxury product, using French-derived words like Façade or Lavalier may connote a more sophisticated approach. But the same names don’t work as well if you are naming a more down-to-earth product, like a work boot. The following linguistic guidance can help you work in the right etymological context and connotation for a name.

A quick comparison that demonstrates the concepts outlined above

German/Old English. These are the fundamental building blocks of the English language and feel more grounded and solid. Words and word-parts that come from Germanic roots are more general and more emotional – they hit you right in the gut! – than Latin roots. Just to give you another sense, of the top 50 most commonly used words in the English language, 49 of them are Germanic. All the first words we learn as kids are Germanic. Words like Afire, Flat, Shadow, Path, and Thrash are derived from England’s original Anglo-Saxon invaders. Words from this family typically feel simpler, sounder, and evoke a sense of physicality.

French. When the Normans invaded England in 1066, they kicked all the Anglo-Saxons out of their castles and made them work in the fields and the kitchens. That’s why we call it “beef” (boeuf) instead of “cow,” “mutton” (mouton) instead of “sheep,” and “pork” (porc) instead of “pig.” Words with French ancestry are of Latin origin, but generally convey a layer of luxury or sophistication around them: Legume, Forest, Vanguard, Turquoise, Collage, and Harmony.

Latin. In general, words and parts of words that come from Latin roots are more specific, and therefore often more descriptive, than words rooted in German or Greek. Phonetics can sometimes offer a hint at the root of a word. For example, words that end in vowels are a dead giveaway for Latin-based words. So are words that share a prefix or suffix (think about words that end in “-tion,” or that start with “re-” or “pre-,” as examples). In the English language, Latinate words were filtered through the world of academia during the Renaissance, so words taken directly from Latin can feel more sophisticated and erudite.

Greek. Greek based words are less common than Latin or Germanic rooted words in the English language, but they often are the easiest to spot! Greek words carry a weight and a headiness to them, a kind of learned quality, as well as a timeless quality that is hard to achieve at quite the same level with other roots. As is the case with Latin, there are some dead-giveaways to Greek-based words such as the use of prefixes like “auto-,” “geo-,” or “micro-,” or suffixes like “-os,” “-ism,” or “-ology.”

Beware cultural appropriation

When referencing other languages, we must be sure that we aren’t appropriating from other cultures. As an example, “Guru” or “Sensei” as names of AI technology coming from a primarily English-language based company (and naming agency) can cross a line that is inappropriate, offensive, or even insulting. If a company is based in another language, or a product or company or even capability has taken its cues and inspiration from a specific culture, that may be an exception where a cultural reference is acceptable or possibly even honorable and respectful. It’s best in these cases to check your assumptions with a native speaker, or even better someone who is from the culture, being represented by the language referenced in the name.

In summary, understanding the linguistic origins of words provides valuable insight when developing names, allowing for a more intentional and resonant choice that aligns with the brand’s identity. By being mindful of the cultural and historical connotations of different language roots, we can create names that are both meaningful and appropriate, while avoiding the pitfalls of cultural appropriation.

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