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summarising the name and tagline ideas from 

Jira
serverASF JIRA
serverId5aa69414-a9e9-3523-82ec-879b028fb15b
keyISIS-1303

(if any)Meaning/rationale Apache MiscAugmentation recognizing and (Apache
ThemeNameSuggested
by 
Justification/remarksRemarksGoogle check
(What what does googling
"Apache Xxx"
currently return)?) 
US TM
check?
EU TM
check?
China TM
check?
Canada TM
check?
India TM
check?

Bridges

Apache BridgeDanBridging IT and business,
bridging people in business (backoffice to strategy)
bridging/linking systems 
As a metaphor, this could appeals to both business and techies
 Apache Bridge 

Nice and simple, means something to business.
Perhaps trademark issues? 

"Apache Bridge server errors", from the
Apache HTTP Server error logs
     
 Apache Span bridges span things       
 Apache Reach bridges reach across things       
 Apache   MenaiA more interesting name, after the
Menai Straits bridge in the UK
Too obscure?      
 Apache         
 Apache          
User empowerment/
augmentation
x        
 Apache EngelbartGedAlso, innovation (as well as
honouring the innovator)

Too obscure?

Our target audience (s/w architects)
ought to recognize, though?

      
          
GearingApache Pennyfarthing        
 Apache         

Hexagonal
architecture 

Apache Hex

 

Explains To explaining the technical architecture
of the product
 too much of an implementation detail?      
 Apache HexHexag        
 Apache HexagHexagon        
 Apache HexagnHexagn        
 Apache HXGHXG        
 Apache HoneycombMultiple hexagons alludes to modules,
outer hexagon as the BC/system
       
 Comb Abbreviation of honeycombToo obscure?      
          
 Apache         
 Apache         
 Apache         
 Apache         
          
          
          
          
          

...