Trend Mill

Startups Are Starting to Choose Normal Names Again

Brands have stopped ‘disemvoweling’ themselves

Conceptual image of colourful falling letters, casting shadows on a white wall.
Conceptual image of colourful falling letters, casting shadows on a white wall.
Photo: Catherine Falls Commercial/Moment/Getty Images

From creating new words like “Kodak,” forcing words together like “Facebook,” or intentionally misspelling phrases like “Krispy Kreme,” companies have a long history of picking phonetically fabricated — and occasionally nonsensical — brand names. For the past…