That’s not how companies are born. The brand name is not chosen at the beginning but it’s built over time. I guarantee you, if Apple was called Orange, it woul

That’s not how companies are born. The brand name is not chosen at the beginning but it’s built over time. I guarantee you, if Apple was called Orange, it wouldn’t be any different. It’s the same with logos. As far as you stay away from obvious infractions such as phallic or derogatory names, you’re good to go. Spend time adding meaning and goodwill to the brand name instead of the other way around. Build a great company and focus on that. Apple is such a generic name but it survives the SEO and a bunch of other no-no’s in most branding guides. We’ve got enough advice on brand names. There is an article or two on HN and it’s frankly not that interesting or valuable.