Pictos is our name for the merger between the digital imaging semiconductor business of Conexant Systems and the imaging software company Zing Network. Our name, from the Latin pictor (painter), conveys the concept of images and imaging. Pictos sounds pragmatic, significant, and global -- all excellent connotations for an international digital imaging company.

Pictos is our third naming project for Conexant Systems. We named Conexant when it was spun off from Rockwell in 1998, and we named Mindspeed when it was spun off from Conexant in 2001.

Master-McNeil created RouteOne for this joint venture of the financial arms of DaimlerChrysler Services, Ford Motor Credit Company, Toyota Financial Services, and General Motors Acceptance Corporation. "RouteOne is all about streamlining the finance approval process to make financing easier, faster, and more accessible for our dealer customers and the financial institutions involved," said John Gibson, EVP of GMAC North American Operations. Our new name, RouteOne, suggests, "a common data expressway for the instant exchange of credit application information," the key benefit this service will provide.

Logo by frog design.

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Jiro is Sun Microsystem's extension of the Java technology to data storage. Linked closely to Java and Jini, the three names, with their J-vowel-consonant-vowel structure, are set apart from Sun's hardware and software, and form a clear family for these community standard initiatives.

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ARM, the world leader in chip intellectual property, creates the standards in the global development of embedded electronics technology to create microprocessors, peripherals, and "system-on-a-chip" solutions. Our name, Jazelle, is ARM's Java implementation and conveys the speed and grace of the gazelle. Within eight months Jazelle had gained over 60 percent mind share in its industry.

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Need2Buy adopted our name RiverOne when it acquired Efinity. Alluding to the ability of their software to "improve and synchronize the flow of information along the ordinarily turbulent electronics supply chain," RiverOne is short, easy to say, evocative, and memorable.

Master-McNeil created the name Ariba for the world's leader in business-to-business electronic commerce services and software for operating resources. Our name, coined from the Spanish word arriba (an exclamation of approval and pleasure, meaning "up" or "upwards"), conveys energy and excitement, suggesting the successful integration of the internal and external processes leveraged by the Ariba Network platform.

Logo by 1185 Design.

Our name for this popular payment service, adopted as the company's name, humanizes and demystifies the "beaming" of money over the Internet. PayPal conveys the speed and ease of use of the service, benefits that make PayPal the most popular way to pay for online auction purchases, as well as to borrow cash or split expenses. The name's short syllables, plosives, and alliteration make PayPal particularly easy to say and remember.

Replacing the long and rather bland Integrated Silicon Systems, our name Amphion responds to the client's desire for a stronger, more trailblazing name. Amphion, a son of Zeus, used his lyre to charm blocks of stone into a circle around the city of Thebes, an apt metaphor for this maker of innovative speech, video, and data processing application specific virtual components for system-on-a-chip designs.

Iospan Wireless, formerly Gigabit Wireless, is developing mass-deployable fixed wireless broadband solutions for the delivery of high-speed IP services. Our company name, coined from "I/O," "input/output," and "span," suggests broad reach and connecting to multiple locations. Also recalling Io, the moon of Jupiter from Greek mythology, our name conveys space and universality, highlighting the breadth of the wireless network.

Logo by Profile Design.

The software from Vividence, formerly called Facilitas, enables companies to evaluate the effectiveness of their web sites, based on feedback from target customers. Our new Vividence name and domain name are a composite of "vivid" and "evidence," together suggesting discovery, revelation, and insight.

Centegy replaces the former Neteq company name. An Internet technology consultant, Centegy provides practical supply chain solutions for mid-sized companies worldwide. Derived from "center" and "energy," our new company name suggests balance, perspective, and vigor.

Comergent is our company name for the former Internet Commerce Connection, developers of Internet-based software solutions for channel network management. "Co" suggests both "commerce" and "with," or "bringing together," while "merge" suggests the conjunction of network management functionality and users needs, enabling smooth information flow.

Logo by 1185 Design.

Pixo is Master-McNeil's company name for Tacit Software, developers of graphical user interfaces and data applications for smart phones and other devices, such as Apple's popular iPod mp3 player. Our name, by recalling the word "pixel," suggests the company's focus on the user interface. The name's abbreviated and upbeat tone also suggest simplicity and ease of use, key benefits of everything Pixo does.

Master-McNeil developed the name Conexant for Rockwell Semiconductor Systems, a spin-off from Rockwell International. Our name suggests "connecting," bringing people together and merging technologies, and conveys "next," recognizing them as forward-looking and innovative. The "ant" suffix suggests a proactive, action-oriented approach to business, ideally positioning the company as an aggressive leader in communications technology.

As part of a major corporate brand architecture project for Cadence Design Systems, Master-McNeil greatly simplified the Cadence product line by grouping products into six branded product families. We then created the names Cierto, Affirma, Assura, Envisia, and Intrica to create a clear and cohesive family of sub-brands.

Extricity Software is the name for the former CrossRoute Software, supplier of business-to-business integration applications. Extricity, with its associations of "electricity" and "extrinsic," suggests energy and excitement and a focus on the extended enterprise. Extricity was acquired by Peregrine Systems.

Logo by 1185 Design.

Master-McNeil developed the name Concur Technologies for the former Portable Software. Our name suggests such qualities as approval and consensus, appropriate for this expense management software supplier.

The new identity of the SQL Group reflects the transformation from a UK-based consultancy to a world-class supplier of mission-critical transformation hub technology to the Global 2000. The name Constellar is a combination of "constellation" and "stellar" and was chosen to help communicate this global focus and status as a first-class company. The company's assets were acquired by DataMirror; Constellar is still used in product names.

Logo by Abrams Design Group.

Maxager's advanced profit analysis products are designed to provide component manufacturers with a system that allows them to maximize the profit flow through their plants and realize their "Total Available Profit." Our name combines "maximum" and "maximization" with "manager," making the name particularly apt and appealing. The name has been extended to the product level: Costing Maxager, Thruput Maxager, Pricing Maxager, and Quality Maxager.

Logo by Studio Moon (formerly A E R I A L/San Francisco).

Candere, Latin for "to shine," forms the root of our corporate name for this developer of Thin CRT flat panel displays. The association of light, brilliance, and clarity suggests the key features of Candescent's technology — high-color fidelity and brighter clearer images.

FirePower Systems, previously known as PowerHouse Systems and formed from the hardware division of NeXT, was the first company to design clones based on the PowerPC microprocessor. Purchased in late 1996 by our StarMax client Motorola, FirePower now resides in the Motorola PowerPC group.

This Xerox company made high-resolution flat-panel screen displays. Our name, dpiX, evokes industry-standard terminology (dots per inch) and Xerox heritage (the "X"). We chose to emphasize dpi as the core of the name, reflecting the revolutionary seven-million-pixel Xerox technology being commercialized here.

Designed to convey the idea of partnerships, Master-McNeil developed the name Symbios Logic for the AT&T Global Information Solutions spin-off of its NCR Microelectronic Products business unit to Hyundai Electronics America. At acquisition, Hyundai's purchase price of over $300 million represented the largest direct investment by a Korean company in the United States.

Although Symbios is a coined word created for this company, it is closely related to the Greek word for companionship, symbiosis, which is also familiar as a biological term, meaning a close, prolonged association between two or more different organisms. Symbios Logic was acquired by LSI Logic.

Logo by Sullivan Higdon & Sink, Wichita, Kansas.

We created the corporate name Illustra Information Technologies for Montage Software. Illustra is an ideal name for this maker of object-relational database systems. Of Latin origin, Illustra suggests clarity of vision, brilliance, and light, and also brings a suggestion of renown and excellence through its association with "illustrious." Illustra was acquired by Informix.

Logo by Landkamer Partners.

Logo design by Landkamer Partners

HP's Covision is a worldwide sales program that provides integrated solutions through channel partners to enhance customers' use of the Internet. "Co" suggests working together, synthesis. "Vision" suggests the program's innovative, forward-thinking approach to Internet solutions.

Trimble Navigation's CrossCheck family of products provides commercial fleet owners with the ability to track, communicate with, check for unauthorized use of, and prevent theft of each of their vehicles. Master-McNeil's CrossCheck name emphasizes the information exchange, monitoring, and certainty that these products provide.

HP's VerSecure technology offers a secure method of sending electronic files over the Internet. Formerly known as International Cryptography Framework, HP VerSecure provides a single product solution that allows users to select levels of encryption according to personal needs and government regulations. Approved by the U.S. Government for export, VerSecure has been licensed to numerous HP partners including IBM, Microsoft, and Motorola. Our name, coined by combining Latin versa and securus, highlights the technology's key benefits of versatility and security.

Hertz Hypertrax is our umbrella brand name for Hertz's integration of technology into the car rental experience. Hypertrax collects and transfers rental information among Hertz locations worldwide, offering corporate customers immediate, seamless service and account information. Hertz states in its brochure, "At the core of everything we do is Hertz Hypertrax, the spectrum of innovative technological services that permits us to consistently provide quick and efficient Hertz # 1 Club Gold rentals worldwide." "Hyper" is from the Greek meaning "beyond, over, or above," while "trax" conveys tracking, precision, and accuracy.

Specifically designed for small business, Business Gateway is Wells Fargo's online banking service, allowing customers to manage their money on the PC. With Business Gateway, small business owners can access account balances, transfer funds, stop payments, prevent overdrafts, see if checks and deposits have cleared, and make federal payroll deposits electronically.