I tend to use a temporary codename for my projects, and design the system with a future name change in mind. I find it helps let me focus on the actual function

I tend to use a temporary codename for my projects, and design the system with a future name change in mind. I find it helps let me focus on the actual functionality, and stops me from getting stuck on designing a brand name/logo for a product that doesn't even exist. Another plus is that the design and parameters of my projects often change during development, so not having a predetermined name gives me the flexibility to make those changes without worrying about 'fitting' with the name.