Great open source tools often were not given a name that makes them remember easily or explain what they are about in one word.  These are just two of the classical branding principles.

At the LinuxDay 2025 I am giving a talk on challenges for software branding. During the last years I have collected some examples which we analyse. What are good practices? Should a brand  try to tell a story? Can I rescue my crappy software name with a fancy logo?  Why should we spend some effort to give a software a convincing brand identity?

I will guide through some methods of brand creation and give some examples for brands I could help to develop.