GI Awards – A Dive into the Naming of Industry Innovations

Brands today must juggle a strong identity, first impressions, and conveying their product’s value. Some names opt for a clear description or use symbolism, while others give existing words new meaning. This year, new trends are emerging in the names of the finalists of the industrial innovation competition. 

Combining existing words with new spelling

One of the most effective ways of creating an impactful name is to take familiar words and transform them. This technique allows immediate understanding and at the same time has a surprise effect, thus reinforcing the brand’s uniqueness.  

This is the case for ACOBAL’s ACTIVDRI, which merges “activate” and “dry” in a dynamic construction. The simplified spelling, with the removal of silent letters, has an immediate effect. Straight away this name tells us what the product does whilst also being short, effective, and easy to remember.  Practical for sachets that act against corrosion and humidity.  

Similarly, the AST’N GO APP by Astrée Software plays on speed and fluidity. By contracting “fast and go” with the removal of ‘f’, this naming conveys the quick and easy use of the app. Note also the clever reminder of the company name by removing the ‘f’, AST’N sounds like Astrée. Together, the apostrophe and the contraction modernise the name, giving an impression of movement and practicality, perfect for a digital app.  

Another example is Sentinel AI by BL Predict. Here, the word “Sentinel” evokes surveillance and protection. By adding “AI”, the brand explicitly demonstrates the products value: an AI which takes care of a process, data, or system. This name leans on an existing word to give it a new function and reinforce the technological and security dimensions.  

Using symbolic or mythological terms

The use of cultural, mythological, or symbolic references can give a brand a more profound meaning and provoke a particular feeling. Names belonging to this category often resonate strongly and capture attention.  

PhotonWeld T120 – THOR by LASERMACH perfectly illustrates this approach. The choice of “THOR”; a reference to the Nordic God of thunder, is a clever way of conveying the power and precision of this laser welding technology. This type of naming expresses their leading expertise and innovation, giving it a strong identity and making it easy to remember, since the name PhotonWeld is itself more obscure, - “weld” being a word that is less commonly used compared to Thor.  

Another interesting example, AEKYCE by EFIMOVE, which is from the Greek term “arkhè”, signifying beginning or commanding. This reference conveys the idea that the artificial intelligence concerned is an entity capable of making decisions and guiding processes. By giving modern phonetics to a word rooted in ancient language, ARKYCE is both technological and timeless.  

The same goes for DIAGONALE ENGINERING’s AERIGAMI which combines “aéro” (air in Latin) and “origami” (Japanese, passed into English). This creative choice illustrates perfectly an approach inspired by nature and design, by presenting structures that are both aerodynamic and light. The name suggests both craftsmanship and cutting-edge technology, applied not to aeronautics, but to heavy goods transport, which would benefit from losing a few pounds.  

Descriptive ecological words

Today, sustainability is increasingly at the forefront, some brands are using their name to adopt a more eco-conscious positioning. These types of names are often associated with prefixes reminiscent of respecting the environment and concepts linked to flexibility, adaptability and green innovation.  

N’ECOFLEX by NEXTIS demonstrates this trend well. The fusion of “eco” (for ecology) and “flex” (for flexibility) showcases an adaptable and responsible approach. The apostrophe at the beginning of the word adds a touch of originality, distinguishing the name from the classic “eco” prefixes that are commonly seen in this sector of the industry.  

Similarly, ECOVIZIO by MOREL SAS references “eco” and “vision” which implies an innovative solution with a sustainable or eco-friendly approach. The suffix “vizio” also evokes vision and optics, which could allude to a visual device combined with a product that respects the environment.  

Names inspired by movement and performance

Other brands are looking to evoke ideas of dynamism, action, and fluidity through their name. These names are often concise, striking, and rhythmic.  

REBEL MOVE by IGUS is an example that speaks to this. With its association with action –movement – and the rebel attribute, this brand inspires the idea of a technology that breaks with convention, that is dynamic and agile.  This type of word has a simple but strong construction, which is still easy to remember and evokes feelings of freedom and performance – quite explosive when applied to robots.  

The naming strategies of the candidates of the GI Awards 2025 demonstrate well the current trends: from hybrid names to clever puns and cultural references, each brand shapes its identity to fit with its position and message. Whether that be the idea of powerful technology, environmental consciousness, or performance, these names show how a well-chosen name can give unimaginable strength to an invention.