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Sempron is our name for AMD's
new family of processors for value-conscious PC users. Sempron
joins our earlier Athlon (high end) and Opteron (server) chip
brand names for AMD. From the Latin semper, "always", our
name suggests the durability and performance of this new chip
family.
We created NuVue
for Eastman Kodak's
new line of displays using OLED technology. OLED displays don't
require a backlight because the materials light up when an electrical
charge is applied. This light-emitting characteristic means
that the displays need less power to run and can be thinner
than LCD's, which are dependent on backlight.
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.
Working under a tight timeframe for a CES 2006 announcement,
Master-McNeil is delighted to have created Preface for PortalPlayer.
"Notebooks incorporating the Preface technology and Windows
SideShow will enable users to instantly access data in Microsoft
Office Outlook, play music, view pictures or access other new
features. The second display is available even when the laptop
is off or in standby mode," said Arman Toorians, vice president
of marketing for PortalPlayer's Personal Media Display Division.
"This is an exciting time for the company," said Gary
Johnson, president and chief executive officer of PortalPlayer.
"We believe our new Preface technology platform will stimulate
increased demand for next-generation notebook designs because
it is one of the first readily visible new innovations in notebooks
in years."
Reon is our name for Silicon
Optix's system-on-a-chip display controller designed for
commercial front and rear projection systems. From Spanish rio
"river" and rheo "current flow", Reon suggests flowing, dynamic,
and motion, appropriate connotations for this chip that allows
extreme angle keystone correction, allowing users to place projectors
virtually anywhere in a room.
Realta is our name for Silicon Optix's new system-on-a-chip
video processor for home entertainment and professional digital
displays such as plasmas, RPTV's, LCD TV's, and front projectors.
From Spanish realta "reality", our name suggests the lifelike,
high fidelity, sharp, and precise images this chip delivers.
We created the name Personal
Internet Communicator (PIC) for AMD's new low-cost PC's.
The Personal Internet Communicator is key to CEO Hector
Ruiz's 50x15 initiative, the goal of which aims to connect
50 percent of the world to the internet by the year 2015.
The Personal Internet Communicator will first be offered
in India, Russia, China, Mexico, and Brazil, beginning in
October 2004.
Opteron, our name for AMD's
high-end server processor, suggests optimization and the ability
to handle multiple operations. Opteron stands out from our earlier
AMD names, the value-minded Duron and the powerful Athlon, by
emphasizing the unique characteristics of servers, but shares
with those names a family resemblance, due to the "-on"
ending.
 
Master-McNeil created the name Athlon for AMD's high-performance processor
family, and the name Duron for the processor family optimized
for value-conscious customers. The name Athlon, which is
usually associated with athletic competition, suggests endurance,
power, and speed, highlighting the superior capabilities and performance
of the processor family. Explaining its choice of this Master-McNeil
name, AMD said they "wanted to emphasize that the product
represents a champion of competition."
With a leading processor design ideal for business
and home users, AMD Duron processor-based systems are perfect
for applications commonly used by value-conscious users. Suggesting
durability and dependability, our Duron name highlights the processor's
combination of capability, durability, and value.
Master-McNeil is delighted to have created AccuClean
for this revolutionary new product line from American
Standard. As described by our client, "AccuClean is a whole
house air cleaner, which works in conjunction with your heating
and cooling system. The most effective air filtration system in
the nation, it can clean up to 99.98% of allergens from the air
your family breathes... With AccuClean, the majority of irritating
particles like dust, pollen, pet hair and dander, dust mites, mildew,
lint, fungus, most tobacco smoke, cooking grease, even bacteria,
will be removed from the filtered air." With its focus on the
primary benefit, our name speaks for itself.
AudioFeast,
formerly Serenade Systems, provides MP3 players with a web-based
broadcast network of digital audio programming. The new name goes
beyond just music, it's a better reflection of the diverse audio
content, including NPR, BBC, the Wall Street Journal, A & E, and
Sporting News Radio, available through the service.
Master-McNeil created Zingo
for London Taxicabs International's taxi hailing service. From zing,
"to move swiftly," and go, conveying action and movement,
our name aptly communicates the speed and responsiveness of this
service.
Netopia,
originally developed for Farallon Communications' family of high-speed
ISDN routers and modems, was adopted as the company name. Our
name suggests Internet utopia (an ideally perfect place), the
best possible Internet experience.
As part of our work with Netopia, Master-McNeil
also developed the positioning slogan "What the Internet
Experience Should Be."
Graphic, courtesy of Netopia.
Master-McNeil has named much of Apple Computer's product line. Our
naming for Apple includes several stand-alone software products,
a number of proprietary technologies, various imaging products,
and many products in Apple's desktop and portable CPU line. Some
of the many names we have created for Apple include: Macintosh
Classic, Macintosh
LC, Macintosh
Performa, Macintosh Pippin, AtEase,
Apple
FontPack, PowerBook Assistants, OneScanner,
FinePrint,
PhotoGrade,
ColorSync,
PowerLatch,
TrackPad,
GeoPort
and StyleWriter.
We created the name Dexar
for the Turkish company Vestel. Using the Satellite Platform,
Dexar invests and builds an infrastructure providing revolutionary
state-of-the-art communication services similar to the technologically
advanced countries worldwide. Dexar specializes in "digital
voice, video, and data delivery" via this satellite-based
infrastructure.
Encanto
Networks, our name for the former Flat Connections, highlights
the near-magical ease of Internet access this company provides.
By using CrossTrain, teachers and speech
therapists learn how to teach with Scientific
Learning language and reading training products. These products
include Fast ForWord, Step 4word, and 4wd, all named by
Master-McNeil.
Master-McNeil created the name 4wd for Scientific Learning's
interactive training program for teens. Designed to help individuals
rapidly improve their language and reading skills, our name suggests
rugged advantage, while recalling Scientific Learning's core Fast
ForWord product, a Master-McNeil name from 1998.
The Veriton brand of desktop computer from Acer
integrates a PC with a flat panel display. Our name highlights the
trustworthiness and stability of this brand.
This name grew out of our work with MovieStreet,
an Internet retailer of entertainment and learning products for
children. Suggesting togetherness, fun, and discovery, the FamilyWonder
name reinforced the Internet company's slogan, "the smarter way
to shop for kids."
Adobe's ImageReady software allows
web professionals to streamline functions that previously took
hours. Users can process, optimize, and preview web graphics with
the touch of a button. Our ImageReady name reinforces the software's
no-nonsense approach while highlighting its prime function: preparing
images for the web.
Also for Adobe is the software product ImageStyler.
This product allows for the simple and speedy manipulation and
application of sophisticated graphical styles across a web site.
Portico is General
Magic's voice and touch activated virtual assistant, performing
tasks such as faxing, banking, email, and speakerphone communications
just as a human assistant would. The Portico name identifies the
product as a gateway to information and management.
Scientific
Learning's computer software service represents a breakthrough
for language-learning impaired children. Our
Fast ForWord name conveys the revolutionary results of this
unique program; children move forward fast, making several
years of language skills progress in a few months. The playful
tonality of the name appeals to children and their parents,
as well as to teachers and speech therapists.
This help desk service from Microsoft
supplements costly phone support systems by providing automated
answers to users’ software questions, which they may enter
using plain, normal speech. Our name is built around a virtual
person, Maxwell, humanizing what could otherwise be seen as
a loss of personal attention and caring.
Microsoft's
imaging software product lets home PC users improve, reconfigure,
and format their photos. Once photographs are input to the PC,
users can create collages, silhouettes, and decorative borders,
and text can be incorporated for cards, posters, or newsletters.
The Picture It! name incorporates Microsoft's key message, photography,
and also implies a creative, imaginative experience for the user.
Picture It! is now bundled with HP's PhotoSmart
digital imaging system.
Logo by Microsoft Design.
This line extension of the Quicken brand from Intuit is designed specifically
for tracking and reporting business expenses. Quicken ExpensAble
builds on the equity of the Quicken brand, while clearly communicating
the product benefit: the ability to handle expense reporting more
effectively.
Point
B is Traveling
Software's remote-net accelerator that increases connection
speed 300 to 400 percent. The accelerator uses a combination of
technologies to eliminate repetitive access to the same information,
and thus offers users easy access to their primary location. In
a playful and original fashion, our name suggests that from whatever
"Point B" you are at, you can always get back to your
"Point A" home office.
Logo by Joanne Moring and Joan Bateman.
Netopia
Virtual Office allows individuals and small businesses to
establish professional-looking personalized web offices. Building
on our earlier Netopia brand, this new name highlights the service's
web base, while suggesting a multitude of beneficial business
functions.
Master-McNeil named ChoiceSeat, a revolutionary,
interactive touch-screen system created by Vyvx,
Inc. ChoiceSeat lets sports fans customize their experience
by watching selected replays, choose the camera angles they see,
play games, and order food and merchandise. Our name conveys the
choices offered, and that every seat is now a great seat.
Graphic courtesy of Vyvx, Inc.
In a major realignment of Compaq's
naming architecture, Master-McNeil created the Armada name to
encompass all of Compaq's portable computers. Most often associated
with a fleet of powerful warships or with a large group of moving
objects, Armada is an apt metaphor for the variety of powerful
machines sold by Compaq under this sub-brand.
StarMax is Motorola's
brand of powerful Macintosh OS computers. In two short syllables,
the name conveys "stellar performance" as well as
"maximum," and "Mac."
We created this brand name for Global Village Communication's
line of fax and remote access servers. Related in tone and imagery
to the Global Village corporate name, the OneWorld brand integrates
seamlessly into the Global Village corporate personality. Composed
of short, simple English words, OneWorld is designed for an international
audience. It suggests the key product benefits of individual access
and people working together.
The OneWorld product line includes: OneWorld Fax
server, OneWorld Remote Access server, OneWorld Manager administration
software, and GlobalAccess server software.
Package design by Landkamer
Partners.
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