NEW YORK — What’s in a name? Most corporate naming experts say Google’s decision to reorganize its businesses under a new holding company called “Alphabet” is close to letter perfect.
Because it is part of Google’s corporate structure, Alphabet is not likely to become part of the lexicon like “Googling” did. It will mainly be used on Wall Street.
The name Alphabet itself is simple and fits with Google’s reputation as being “user-friendly and elementary,” said Tom Sepanski, naming and verbal identity director of branding firm Landor.
Nikolas Contis, global director of naming and branding firm Siegel + Gale, said Alphabet ranks up there with Apple and Amazon, and more recently, Uber. They infuse a simple word with key brand attributes.
CEO Larry Page explained the name in a blog post: “We liked the name Alphabet because it means a collection of letters that represent language, one of humanity’s most important innovations, and is the core of how we index with Google search.”
